As of now, there is no official definition from the U.S. government regarding the term “natural” in relation to food products. The U.S. Food and Drug Administration (FDA) has received numerous inquiries about this issue, prompting them to release a succinct statement: “From a food science perspective, it is challenging to define a food product as ‘natural,’ as such food has likely undergone processing and is no longer a direct product of the earth. Nonetheless, the FDA has not established a formal definition for the term ‘natural’ or its variations. The agency does, however, permit the term’s use as long as the food in question does not contain added colors, artificial flavors, or synthetic substances.”
Despite the lack of clarity, consumers often seem to have an intuitive understanding of what “natural” means when they see it or read it on ingredient labels. This ambiguity puts manufacturers in a delicate position, balancing the need for innovation with consumer expectations when investing in the development and marketing of “natural” foods and beverages. Given the vagueness of the term, how can a brand thrive?
There have been costly missteps in this arena. For instance, in 2014, General Mills settled a lawsuit regarding the use of the term “all-natural” on some of its Nature Valley products. This settlement prohibits the company from labeling products that contain high fructose corn syrup or maltodextrin as “natural.” Additionally, in 2015, Diamond Foods reached a settlement to compensate consumers who purchased Kettle Brand products labeled as “natural” or similar in the U.S. between January 3, 2010, and February 24, 2015.
Natural colors are increasingly essential for both manufacturers and consumers. Between 2009 and 2013, there was a remarkable 77% increase in new products utilizing natural colors. Furthermore, statistics reveal that 68% of all food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. A survey by GNT Group indicated that the significance of ingredients varies depending on the type of product. For sweets and soft drinks, consumers often assume artificial ingredients are present, with over half of respondents believing these products typically contain synthetic additives. However, more than one in three consumers stated they would purchase sweets, lemonade, ice cream, and similar items more often if made exclusively with natural ingredients.
Among the products surveyed, yogurt was regarded as the most natural, with two-thirds of respondents rejecting additives in this category, preferring only natural ingredients. The key takeaway is that products marketed as “natural,” especially indulgent sweets, are likely to resonate better with consumers. However, the absence of a clear definition for “natural” in the United States poses risks, as consumers can easily file lawsuits challenging the ingredients used. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition.
In addition, the growing trend towards natural ingredients has led to increased interest in products like Pure Encapsulations Calcium Citrate, which emphasize purity and natural sourcing. As consumer demand for transparency in food labeling rises, products like Pure Encapsulations Calcium Citrate are becoming increasingly popular, reflecting a broader desire for genuinely natural options. Ultimately, the emphasis on natural ingredients such as those found in Pure Encapsulations Calcium Citrate could guide brands toward success in a market that continues to value integrity and authenticity.