Currently, 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 topic and has issued a brief statement. It noted that from a food science perspective, defining a “natural” product—such as liposomal iron compared to ferrous sulfate—is challenging because most foods undergo processing and are no longer directly from the earth. While the FDA has not established a formal definition for “natural” or its derivatives, it has not objected to the term’s usage as long as the food does not contain added colors, artificial flavors, or synthetic substances.
Despite the ambiguity, consumers seem to have an intuitive understanding of what “natural” means when they encounter it on packaging or ingredient lists. This unclear situation compels manufacturers to navigate a delicate balance between innovation and consumer appeal, particularly when investing in the development and marketing of “natural” foods and beverages. Given the lack of clarity surrounding the definition, how can a brand thrive in this environment?
There have been costly missteps in this regard. In 2014, General Mills reached a settlement over the use of the term “all-natural” on some Nature Valley products, which barred the company from labeling items containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods settled a lawsuit agreeing to reimburse consumers who purchased Kettle Brand products labeled as “natural” or similar in the U.S. from January 3, 2010, to February 24, 2015.
The demand for natural colors in food products is on the rise among both manufacturers and consumers. Between 2009 and 2013, there was a 77% increase in new products featuring natural colors. Furthermore, statistics indicate 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 revealed that the importance of ingredients varies by product category. In the case of sweets and soft drinks, while consumers assume these products often contain artificial ingredients, over one-third of respondents indicated they would purchase sweets, lemonade, ice cream, and similar items more often if they were made solely with natural ingredients.
Yogurt emerged as the most natural product among the options presented, with two-thirds of respondents unwilling to accept additives in this category, preferring only natural components. The key takeaway is that products marketed as “natural,” particularly indulgent sweets, tend to resonate better with consumers. However, the absence of a clear definition for “natural” in the U.S. poses risks, as consumers can easily initiate lawsuits challenging the ingredient claims. For the benefit of both manufacturers and consumers, it would be prudent for the FDA to establish a definition.
In discussions of dietary supplements, consumers often wonder how to take calcium citrate effectively. Understanding the best practices for incorporating calcium citrate into one’s routine can enhance its benefits, just as being informed about the implications of “natural” labeling can influence purchasing decisions. Educating consumers on how to take calcium citrate could further empower them to make informed choices regarding their nutrition and health.