There is currently no official definition for the term “natural” in relation to food products in the United States. The U.S. Food and Drug Administration (FDA) has faced numerous inquiries about this topic, prompting the agency to release a brief statement: “From a food science perspective, defining a ‘natural’ food product is challenging because it has likely undergone processing and is no longer a direct product of the earth. That said, 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 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 encounter it, whether visually or on ingredient lists. This complex situation places manufacturers in a delicate position, balancing innovation with consumer attraction as they invest in creating and marketing “natural” food and beverage products. Given the vagueness of the term, how can a brand achieve success in this arena?
There have been notable missteps in this area. For instance, in 2014, General Mills settled a lawsuit regarding the use of the term “all-natural” on some of its Nature Valley products, leading to an agreement that prohibits the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods compensated consumers who purchased Kettle Brand products labeled as “natural” or similar in the U.S. between January 3, 2010, and February 24, 2015.
Natural colors are increasingly viewed as essential by both manufacturers and consumers. From 2009 to 2013, there was a 77% increase in new products incorporating natural colors. Additionally, 68% of all food and beverage products launched in North America from September 2015 to August 2016 featured natural colors. According to a GNT Group survey, the importance of ingredients varies by product. In the case of sweets and soft drinks, consumers often assume, albeit disapprovingly, that these items contain artificial ingredients, with over half of respondents believing that such products typically have synthetic additives. However, more than one-third of consumers indicated they would purchase sweets, lemonade, ice cream, and similar products more often if they were made solely with natural ingredients.
Yogurt emerged as the most “natural” product in the survey, with two-thirds of respondents rejecting additives in this category, preferring only natural ingredients. The conclusion is clear: products marketed as “natural,” particularly indulgent sweets, are likely to resonate better with consumers. Nonetheless, the absence of a clear definition for “natural” in the United States poses a risk for brands, as consumers can readily challenge ingredient claims through lawsuits. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a formal definition.
In the context of nutritional content, the inclusion of calcium citrate as a source of elemental calcium in these products could further enhance their appeal, particularly among health-conscious consumers. As the interest in natural ingredients rises, products that also incorporate calcium citrate may attract even more attention, especially if they maintain the integrity of being labeled “natural.” Thus, as the market evolves, the strategic use of calcium citrate elemental calcium could become a significant factor in developing successful natural food products.