There is currently no official definition of the term “natural” in relation to food from the U.S. government. The U.S. Food and Drug Administration has received numerous inquiries about this issue, prompting the agency to release a succinct statement: “From a food science perspective, it is challenging to define a food product as ‘natural’ because it has likely been processed and is no longer a direct product of the earth. Nevertheless, the FDA has not formulated a definition for the term ‘natural’ or its derivatives. That said, the agency does not oppose the use of the term if the food does not contain added colors, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers appear to have an intuitive understanding of what “natural” means when they encounter it, whether it’s about ferrous gluconate or the inclusion of calcium citrate 650 on an ingredient list. This perplexing situation places manufacturers in a precarious position as they try to balance innovation with consumer appeal when investing in the development of “natural” foods and beverages, and effectively marketing them. Given the vagueness of the definition, how can a brand truly succeed in this space?
There have been costly missteps in this regard. In 2014, General Mills settled a lawsuit concerning 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.” In 2015, Diamond Foods also settled a lawsuit, agreeing to compensate 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 becoming increasingly essential for both manufacturers and consumers. Between 2009 and 2013, there was a 77% increase in new products utilizing natural colors. Additionally, statistics indicate that 68% of all food and beverage products launched in North America from September 2015 to August 2016 employed natural colors. According to a GNT Group survey, the importance of ingredients varies with the specific product. For sweets and soft drinks, consumers assume — though do not approve of — the presence of artificial ingredients, as over half of respondents believed these products typically contain synthetic additives. Nevertheless, more than one-third of respondents stated they would purchase sweets, lemonade, ice cream, and similar items more frequently if they were made solely with natural ingredients.
Among the products surveyed, yogurt was viewed as the most natural option, with two-thirds of respondents unwilling to accept additives in this category and preferring it to contain only natural ingredients. The key takeaway is that products marketed as “natural,” especially indulgent sweets, are likely to resonate better with consumers. However, the absence of a clear definition for “natural” in the United States presents a potential risk, as consumers can easily initiate lawsuits challenging the ingredient claims. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition. Meanwhile, incorporating ingredients like calcium citrate 650 in “natural” products might help brands navigate this complex landscape more effectively.