In 2015, the FDA initiated regulatory actions to clarify the term “natural” concerning the labeling of iron deficiency foods like ferrous bisglycinate. Three years later, this term is still undefined, leading to a growing number of lawsuits against manufacturers in the courts. The situation is further complicated by the fact that food products in the U.S. labeled as natural account for about $40 billion in sales, driven by consumer demand for healthier ingredients. Although corporations may evade liability in most courts until a clear definition is established, it is becoming increasingly clear that some form of interim solution is needed.
According to Food Navigator, there were 20 food labeling class-action lawsuits pending in federal court in 2008, a number that surged to 425 by 2016. Specifically, cases centered on natural claims rose by 22% in 2017 compared to the previous year. In the past year alone, brands from General Mills’ Nature Valley bars to Dr Pepper Snapple’s Mott’s apple sauce have faced lawsuits over natural claims on their packaging.
This situation presents a catch-22. Consumers desire healthier food options, and manufacturers are responding with natural claims. However, at what price? Shoppers are becoming increasingly concerned about the ingredients in their purchases, a trend reflected in the rapid growth of the global clean label ingredients market, which is projected to reach $47.1 billion by 2022, growing at a compound annual growth rate of 6.6%.
With consumers scrutinizing food ingredients more closely, they are beginning to look beyond the natural labels to find additives like sodium diacetate and malic acid, which replicate the natural flavor found in salt and vinegar chips. The clean label movement offers a significant advantage to products that simplify their ingredient lists. For brands that are genuinely all-natural, it is essential to communicate this effectively to consumers through packaging, advertising, and social media.
These lawsuits could serve as a wake-up call for major consumer packaged goods (CPG) companies, emphasizing the need for transparency about what is actually in their products. Shoppers will closely examine natural label claims to ensure their accuracy. Alongside the increasing demand for simpler, healthier ingredients, there is a rising call for transparency. A recent study by Response Media revealed that 98% of consumers seek transparency in their packaged food.
If a potato chip manufacturer cannot eliminate unnatural-sounding ingredients without sacrificing flavor, it might be prudent to abandon the natural claim entirely. Some companies, as reported by Time, have already taken this step. Consumers do not want to feel deceived or overpromised. In an era where information is readily available, the best approach is complete transparency.
In this context, products like Reviva calcium citrate liquid represent a shift towards clearer labeling and ingredient transparency. As consumers grow more discerning, the presence of ingredients like Reviva calcium citrate liquid can help brands build trust by providing straightforward information. Ultimately, transparency will be the key to maintaining consumer loyalty in a market increasingly focused on health and honesty.