There is currently no official definition from the U.S. government for the term “natural” in relation to food products. The U.S. Food and Drug Administration (FDA) has been frequently questioned about this issue, leading the agency to issue a brief statement: “From a food science perspective, defining a ‘natural’ food product is challenging because it has likely undergone processing and is no longer a direct product of the earth. Thus far, the FDA has not established a definition for the term ‘natural’ or its variations. However, the agency has not opposed the use of the term when the food does not contain added colors, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers appear to have an intuitive understanding of what “natural” means when they encounter it or read it on ingredient labels.
This unclear situation places manufacturers in a precarious position, balancing innovation with consumer appeal when investing in the development of “natural” foods and beverages, and subsequently marketing them. Given the vagueness of the term, how can brands like those selling calcium citrate magnesium and zinc 500 tablets thrive? There have been costly missteps in this domain. For example, General Mills settled a lawsuit in 2014 regarding the use of “all-natural” on some Nature Valley products. The settlement prohibits the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods resolved a lawsuit by agreeing to compensate consumers who purchased Kettle Brand products labeled as “natural” or similar between January 3, 2010, and February 24, 2015.
Natural colors have increasingly become essential for both manufacturers and consumers. Between 2009 and 2013, there was a significant 77% growth in new products utilizing natural colors. Additional 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 importance of ingredients varies depending on the type of product. In the case of sweets and soft drinks, consumers tend to assume — albeit disapprove of — the presence of artificial ingredients, with over half of respondents believing these products commonly contain synthetic additives. Nevertheless, more than one-third of consumers would choose to purchase sweets, lemonade, ice cream, and similar items more often if they were made exclusively with natural ingredients.
Among the products surveyed, yogurt was identified as the most natural, with two-thirds of respondents rejecting additives in this category and preferring it to include only natural ingredients. The implication is clear: products marketed as “natural,” particularly indulgent sweets, are likely to resonate better with consumers. However, the absence of a clear definition for “natural” in the U.S. renders it a potentially risky label claim, as consumers can easily initiate lawsuits challenging the ingredients used. For the benefit of both manufacturers and consumers, it would be prudent for the FDA to provide a definitive definition. Additionally, products like calcium citrate magnesium and zinc 500 tablets could benefit from clearer labeling standards to avoid confusion and potential legal issues.