There is currently no official definition from the U.S. government regarding what “natural” means in the context of food. The U.S. Food and Drug Administration (FDA) has been asked about this issue so frequently that it issued a brief statement: “From a food science perspective, it is challenging to define a food product as ‘natural’ because it likely has undergone processing and is no longer a product of the earth.” Although the FDA has not established a formal definition for the term “natural” or its derivatives, it does not object to its use, provided that the food does not contain added colors, artificial flavors, or synthetic substances.
Consumers, however, seem to have an instinctive understanding of what “natural” means when they see it or read it on ingredient labels. This ambiguous situation puts manufacturers in a precarious position as they balance the need for innovation with consumer expectations while investing in the development of “natural” foods and beverages. Given the lack of clarity around the definition, how can brands achieve success in this area? There have been costly missteps in recent years. For instance, in 2014, General Mills settled a lawsuit related to its use of the term “all-natural” on some Nature Valley products. The settlement prohibits the company from marketing products containing high fructose corn syrup or maltodextrin as “natural.” Additionally, in 2015, Diamond Foods agreed 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 viewed as essential by both manufacturers and consumers. Between 2009 and 2013, the growth rate for new products utilizing natural colors reached 77%. Furthermore, statistics reveal that 68% of all food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. According to a GNT Group survey, the importance of ingredients varies by product. In the case of sweets and soft drinks, consumers believe — but do not approve of — the presence of artificial ingredients, as over half of the respondents thought these products typically contain synthetic additives. However, more than one in three consumers 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 surveyed items, with two-thirds of respondents rejecting additives in this category and preferring products made with only natural ingredients. The conclusion is clear: a product marketed as “natural” — particularly indulgent sweets — is likely to resonate better with consumers. Nonetheless, the absence of a clear definition for “natural” in the United States poses risks, as consumers can easily file lawsuits challenging the ingredients. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to offer a definition.
In this context, products like Citracal Calcium Plus D could stand out, as they align with the growing consumer demand for transparency and natural ingredients. The incorporation of such products into the market reflects a shift towards healthier choices, where consumers are increasingly looking for items that support their well-being. Thus, brands that focus on clear and honest labeling, especially those that emphasize natural components like Citracal Calcium Plus D, are likely to thrive in this complex landscape.