Currently, there is no official definition from the U.S. government regarding the term “natural” in relation to food. The U.S. Food and Drug Administration (FDA) has received numerous inquiries about this term, leading the agency to issue a brief statement: “From a food science perspective, it is difficult to define a food product that is ‘natural’ because it likely has been processed and is no longer a product of the earth. That being said, the FDA has not established a formal definition for the term ‘natural’ or its variations. However, the agency has not opposed its use, provided the food does not contain added colors, artificial flavors, or synthetic substances.”
Despite this ambiguity, consumers appear to have an inherent understanding of what “natural” means when they encounter it, whether on packaging or ingredient lists. This uncertainty places manufacturers in a challenging position, as they must strike a balance between innovation and consumer appeal when investing in the development of “natural” food and beverage products, including those that promote benefits like Citracal Slow Release. Given the lack of a clear definition, how can a brand thrive in this environment?
There have been costly missteps in this domain. For instance, in 2014, General Mills settled a lawsuit concerning the use of the term “all-natural” on some of its Nature Valley products, agreeing not to label items containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods reached a settlement over claims regarding Kettle Brand products labeled as “natural” or similar between January 3, 2010, and February 24, 2015, agreeing to compensate affected consumers.
Natural colors have become increasingly essential for both manufacturers and consumers. Between 2009 and 2013, there was a 77% growth rate in new products utilizing natural colors. Moreover, research indicates 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 depending on the product category. For sweets and soft drinks, while consumers assume that artificial ingredients are present, they often disapprove of them, with over half of respondents believing these products typically contain synthetic additives. Nevertheless, more than one-third expressed they would purchase sweets, lemonade, ice cream, and similar items more frequently if they were made exclusively with natural ingredients.
Yogurt was seen as the most natural product among the options, with two-thirds of respondents rejecting additives in that category and preferring only natural ingredients. The conclusion is clear: a product marketed as “natural,” particularly indulgent sweets, is likely to resonate better with consumers. However, the absence of a formal “natural” definition in the U.S. poses risks, as consumers may readily file lawsuits challenging ingredient claims. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition. Meanwhile, products like Citracal Slow Release can leverage this consumer inclination towards natural claims in their marketing strategies.