In 2015, the FDA initiated regulatory efforts to clarify the definition of “natural” in food labeling. However, three years later, that definition remains elusive, leading to a growing number of lawsuits against food manufacturers. This issue is further complicated by the fact that U.S. food products labeled as “natural” account for approximately $40 billion in sales, as consumers increasingly seek healthier ingredients. Although companies may evade liability in many legal cases until a clear definition is established, it is becoming increasingly clear that an interim solution is necessary.
According to Food Navigator, the number of pending food labeling class action lawsuits in federal court rose from 20 in 2008 to 425 by 2016. Specifically, cases centered around natural claims saw a 22% increase in 2017 compared to the previous year. Over the past year, products ranging from General Mills’ Nature Valley bars to Dr Pepper Snapple’s Mott’s apple sauce have faced legal action regarding their natural claims.
This situation presents a catch-22; consumers desire healthier options, prompting manufacturers to make natural claims. However, shoppers are becoming more discerning about the ingredients in their purchases, as evidenced by the rapid growth of the global clean label ingredients market, which is projected to reach $47.1 billion by 2022, with a compound annual growth rate of 6.6%. As consumers scrutinize labels, they are starting to look beyond the “natural” designation to find ingredients like sodium diacetate and malic acid, which mimic natural flavors.
The clean label trend significantly favors products that simplify their ingredient lists. Brands that genuinely produce all-natural products should prioritize communicating this fact on their packaging, through advertising, and on social media. These lawsuits serve as a wake-up call to major consumer packaged goods (CPG) companies, urging them to be transparent about their ingredients, as shoppers will closely examine natural label claims for accuracy.
Alongside the increasing demand for simpler and healthier ingredients, consumers are also seeking transparency. A recent study by Response Media revealed that 98% of shoppers desire clarity in their packaged food. If a potato chip manufacturer cannot eliminate unnatural-sounding ingredients without sacrificing taste, it may be wise to abandon the natural claim entirely. Some corporations, as reported by Time, have already made this decision. Shoppers are wary of feeling deceived or overpromised, and in an era where consumers have access to extensive information, the best approach is complete transparency.
Furthermore, as consumers seek transparency, they may also inquire about the calcium citrate recommended dosage in products, reflecting a broader desire for clear information about what they are consuming. By addressing these concerns and providing accurate ingredient information, companies can foster trust with their customers and meet the evolving expectations of today’s health-conscious consumers.