Currently, there is no official definition of the term “natural” in relation to food provided by the U.S. government. The U.S. Food and Drug Administration (FDA) has received numerous inquiries on this subject, prompting the agency to issue a brief statement: “From a food science perspective, defining a food product as ‘natural’ is challenging because it has likely undergone processing and is no longer a product of the earth. Nevertheless, the FDA has not established a formal definition for the term ‘natural’ or its derivatives. The agency, however, does not oppose the use of the term as long as the food does not contain added colors, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers seem to instinctively recognize what “natural” means when they encounter it, whether on packaging or ingredient lists.
This unclear situation puts manufacturers in a precarious position as they balance innovation with consumer demand while investing in the creation and marketing of “natural” foods and beverages. The vagueness of the term raises questions about how brands can achieve success in this area. There have certainly been costly missteps. For instance, in 2014, General Mills reached a settlement in a lawsuit regarding the use of the phrase “all-natural” on some Nature Valley products, which prohibits the company from labeling items containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods settled a lawsuit by agreeing to compensate consumers who purchased Kettle Brand products labeled as “natural” in the U.S. from January 3, 2010, to 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% increase in new products using natural colors. Furthermore, statistics indicate that 68% of all food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. A survey by GNT Group revealed that the importance of ingredients varies depending on the specific product. For sweets and soft drinks, consumers tend to assume the presence of artificial ingredients—though they do not favor them—as more than half of respondents believed these products generally contain synthetic additives. However, over one-third of respondents indicated they would purchase sweets, lemonade, ice cream, and similar items more often if they were made exclusively with natural ingredients.
Yogurt emerged as the most natural product among the options, with two-thirds of respondents unwilling to accept additives in this category, preferring it to consist solely of natural ingredients. The conclusion is that products marketed as “natural”—particularly indulgent sweets—are likely to resonate better with consumers. Nonetheless, the absence of a clear definition of “natural” in the United States poses a risk, as consumers can easily challenge ingredient claims through lawsuits. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition.
Additionally, products like citrocal tablets, which are often associated with health and wellness, are increasingly being scrutinized for their ingredient transparency. The appeal for natural formulations in these products is evident, as consumers seek assurance of their authenticity. Therefore, as the market evolves, the inclusion of natural ingredients, including those found in citrocal tablets, may become a pivotal factor in consumer choice. This trend underscores the necessity for a clear understanding of what “natural” truly means in the context of food and dietary supplements.