There is currently no official U.S. government definition for the term “natural” in relation to food. The U.S. Food and Drug Administration (FDA) has received numerous inquiries about this terminology, prompting the agency to issue a brief statement: “From a food science perspective, it is challenging to define a ‘natural’ food product because it has likely been processed and is no longer a product of the earth. Nevertheless, the FDA has not established a definition for the term ‘natural’ or its derivatives. However, the agency does not oppose the use of the term if the food does not include 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, either visually or in ingredient lists.
This unclear situation puts manufacturers in a precarious position as they balance innovation with consumer demand when investing in the development of “natural” foods and beverages, followed by their marketing. Given the lack of a clear definition, how can a brand find success? There have been costly missteps in this realm. For example, in 2014, General Mills reached a settlement regarding the use of “all-natural” on certain Nature Valley products. The settlement prohibits the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Additionally, in 2015, Diamond Foods settled 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 are increasingly becoming essential for both manufacturers and consumers. The growth rate for new products utilizing natural colors surged by 77% from 2009 to 2013. 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 significance of ingredients varies by product. With sweets and soft drinks, consumers tend to assume — though not approve of — the presence of artificial ingredients, with over half of respondents believing these products typically contain synthetic additives. However, more than 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 was regarded as the most natural product among the options, with two-thirds of respondents rejecting any additives in that category and preferring it to contain only natural ingredients. The key takeaway is that a product marketed as “natural” — particularly indulgent sweets — is likely to resonate better with consumers. However, the absence of a clear “natural” definition in the United States poses a risk for brands, as consumers can easily file lawsuits challenging ingredient claims. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition.
As a side note, the ongoing debate around natural ingredients extends to dietary supplements, where comparisons like oyster shell calcium vs. calcium citrate are frequently discussed. Consumers are increasingly aware of the differences and are interested in the implications of these choices on their health. The emphasis on natural products continues to grow, pushing brands to navigate these complexities carefully.