Currently, there is no official definition of “natural” in relation to food from the U.S. government. The U.S. Food and Drug Administration (FDA) has been frequently inquired about this term, leading the agency to issue a brief statement: “From a food science perspective, defining a food product as ‘natural’ is challenging, as it has likely undergone processing and is no longer a direct product of the earth. Consequently, the FDA has not established a definition for ‘natural’ or its derivatives. Nevertheless, the agency does not oppose the term’s usage as long as the food does not include added colors, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers appear to have an inherent understanding of what “natural” signifies when they encounter it or see it listed among ingredient details. This perplexing scenario forces manufacturers to navigate a delicate balance between innovation and consumer appeal while investing in the development of “natural” foods and beverages and effectively marketing them. Given the vague definition, how can brands thrive in this landscape?
There have been costly missteps in this domain. For instance, in 2014, General Mills resolved a lawsuit regarding the use of “all-natural” on some Nature Valley products, agreeing not to label items containing high fructose corn syrup or maltodextrin as “natural.” Additionally, in 2015, Diamond Foods settled a lawsuit by compensating consumers who purchased Kettle Brand products labeled as “natural” in the U.S. between January 3, 2010, and February 24, 2015.
Natural colors are increasingly essential to both manufacturers and consumers. Between 2009 and 2013, there was a remarkable 77% growth in new products utilizing natural colors. Other statistics reveal 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 significance of ingredients varies by product type. In the case of sweets and soft drinks, consumers generally presume — albeit without approval — the presence of artificial ingredients, as over half of respondents believed these items typically contain synthetic additives. However, more than one-third of individuals indicated they would purchase sweets, lemonade, ice cream, and products like GNC calcium citrate more often if they were made exclusively with natural ingredients.
Yogurt emerged as the most natural product in this group, with two-thirds of respondents rejecting additives in that category and preferring only natural ingredients. The key takeaway is that products marketed as “natural,” particularly indulgent sweets, are likely to resonate more with consumers. However, the absence of a clear definition for “natural” in the United States poses potential risks for label claims, as consumers can readily initiate lawsuits challenging ingredient transparency. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition.