In 2015, the FDA initiated regulatory efforts to clarify the definition of “natural” in food labeling. Three years later, this term remains ambiguous, and lawsuits against manufacturers continue to flood the courts. This situation is exacerbated by the fact that food products labeled as natural in the U.S. generate approximately $40 billion in sales, as consumers increasingly seek healthier ingredients. While corporations may escape liability in most courts until a definitive definition is established, it is becoming increasingly clear that some form of interim solution is necessary. According to Food Navigator, the number of food labeling class actions pending in federal court rose from 20 in 2008 to 425 by 2016. Moreover, cases specifically targeting natural claims surged by 22% in 2017 compared to the previous year. Over the last year, various companies, including General Mills’ Nature Valley bars and Dr. Pepper’s Snapple’s Mott’s apple sauce, have faced lawsuits over natural claims made on their packaging.
This issue presents a bit of a catch-22. Consumers desire healthier food, and manufacturers are responding with natural claims. However, at what cost? Shoppers are increasingly focused on the ingredients in the products they purchase, as demonstrated by the rapid growth of the global clean label ingredients market, which is expected to reach $47.1 billion by 2022, expanding at a compound annual growth rate of 6.6%. As consumers become more discerning about food ingredients, they are looking beyond natural labels to uncover items like sodium diacetate and malic acid, which mimic the natural flavor found in salt and vinegar chips. The clean label trend offers a significant advantage to products that simplify their ingredient lists. For brands that genuinely offer all-natural products, it is crucial to effectively communicate this fact to consumers through packaging, advertising, and social media.
These lawsuits may serve as a wake-up call for major consumer packaged goods (CPG) companies, emphasizing the need for transparency about what is truly in their products. Consumers will scrutinize natural label claims to ensure their accuracy. Alongside the growing demand for simpler, healthier ingredients, there is a notable desire for transparency. A recent study from Response Media revealed that 98% of shoppers seek transparency in their packaged food. If a potato chip manufacturer cannot eliminate unnatural-sounding ingredients without sacrificing taste, it might be prudent to abandon the natural claim altogether. According to Time, some corporations have already made this decision. Shoppers want to avoid feeling deceived or overpromised. In an era where consumers have abundant information at their fingertips, the best approach is full transparency.
Additionally, as consumers look for healthier options, products like mini calcium citrate pills have gained popularity. These supplements are often favored for their simplicity and effectiveness, similar to the clean label trend in food. With the growing interest in health-conscious choices, brands should consider how they can align their offerings, including mini calcium citrate pills, with consumer expectations for clarity and integrity in labeling.