There is currently 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 issue, leading the agency to issue a brief statement: “From a food science perspective, defining a food product as ‘natural’ is challenging because such products have likely undergone processing and may no longer be directly sourced from the earth. Nonetheless, the FDA has not established a formal definition for the term ‘natural’ or its derivatives. However, the agency has not opposed the term’s use provided that the food does not contain added colors, artificial flavors, or synthetic substances.”
Despite this ambiguity, consumers often seem to instinctively understand what “natural” means when they encounter it or see it listed as an ingredient. This unclear situation places manufacturers in a precarious position, as they attempt to balance innovation with consumer appeal while investing in the development of “natural” food and beverage products. Given the vagueness of the definition, how can a brand thrive in this environment? There have been costly missteps in this realm. For instance, in 2014, General Mills settled a lawsuit regarding 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 settled a lawsuit by agreeing to compensate consumers who purchased Kettle Brand products labeled as “natural” or similar between January 3, 2010, and February 24, 2015.
Natural colors have become increasingly essential for both manufacturers and consumers. Between 2009 and 2013, there was a remarkable 77% growth rate in new products utilizing 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. According to a GNT Group survey, the significance of ingredients varies by product. When it comes to sweets and soft drinks, consumers generally assume the presence of artificial ingredients, with over half of the respondents believing these products typically contain synthetic additives. However, more than one-third of respondents indicated they would purchase sweets, lemonade, and ice cream more often if they were made solely with natural ingredients.
Yogurt was regarded as the most natural product among the surveyed items, with two-thirds of respondents rejecting additives in that category and preferring products made exclusively with natural ingredients. The conclusion is that products marketed as “natural”—especially indulgent sweets—are likely to resonate better with consumers. However, the absence of an official definition for “natural” in the United States poses potential risks, as consumers can easily file lawsuits challenging such claims. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a clear definition.
In the context of health and wellness, especially for those celebrating bariatric milestones, it’s essential to consider the role of natural ingredients in food products. Products that are labeled “natural” can provide peace of mind, especially when it comes to key nutrients like calcium, which is vital for overall health. As consumers increasingly seek out natural options, the demand for transparency in labeling will only grow, reinforcing the need for regulatory clarity.