There is currently no official definition of the term “natural” in the context of food from the U.S. government. The U.S. Food and Drug Administration (FDA) has received numerous inquiries on this topic, leading them to release a brief statement: “From a food science perspective, defining a ‘natural’ food product is challenging because such foods have likely undergone processing and are no longer solely from the earth. Therefore, the FDA has not established a specific definition for the term ‘natural’ or its derivatives. However, the agency has not objected to its use as long as the food does not contain added colors, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers seem to have an intuitive understanding of what “natural” means when they see it or read it on ingredient labels.
This lack of clarity poses a challenge for manufacturers, who must balance innovation with consumer appeal while investing in the development and marketing of “natural” foods and beverages. The vague definition of “natural” raises questions about how brands can thrive in this environment. There have been costly mistakes in this arena; for instance, in 2014, General Mills settled a lawsuit regarding the use of the term “all-natural” on some Nature Valley products. The settlement prohibits the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods reached an agreement to compensate consumers who purchased Kettle Brand products labeled as “natural” or a similar term between January 3, 2010, and February 24, 2015.
The demand for natural colors is on the rise among both manufacturers and consumers. From 2009 to 2013, there was a 77% growth in new products featuring natural colors. In fact, statistics indicate that 68% of all food and beverage products launched in North America from September 2015 to August 2016 utilized natural colors. According to a GNT Group survey, the importance of ingredients varies by product type. For candies and soft drinks, consumers are aware of the presence of artificial ingredients but do not favor them, as over half of the respondents believe these products typically contain synthetic additives. In contrast, more than one-third of individuals would be more inclined to purchase sweets, lemonade, ice cream, and similar items if they were made with natural ingredients, such as garden of life calcium citrate.
Among the products surveyed, yogurt was considered the most natural, with two-thirds of respondents unwilling to accept additives in that category and preferring only natural ingredients. The conclusion is that products labeled as “natural”—particularly indulgent sweets—are likely to resonate better with consumers. However, the absence of a clear definition of “natural” in the United States makes this label a risky claim, as consumers can readily file lawsuits questioning the ingredients. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition. Meanwhile, incorporating elements like garden of life calcium citrate into products could align with consumer preferences for natural ingredients and enhance marketability.