There is currently no official definition from the U.S. government for the term “natural” in relation to food. The U.S. Food and Drug Administration (FDA) has been frequently queried about this issue, leading the agency to release a clear statement: “From a food science perspective, defining a food product as ‘natural’ is challenging because the food has likely undergone processing and is no longer a direct product of the earth. Nevertheless, the FDA has not established a definition for the term ‘natural’ or its derivatives. However, the agency has not opposed the use of the term as long as the food does not contain added colors, artificial flavors, or synthetic substances.” Despite the ambiguity, consumers seem to instinctively recognize what “natural” means when they encounter it on labels or ingredient lists.
This unclear situation forces manufacturers to navigate a delicate balance between innovation and consumer appeal when investing in the development of “natural” foods and beverages, as well as successfully marketing them. Given the vague definition, how can a brand ensure its success? There have been costly missteps in this arena. For instance, in 2014, General Mills settled a lawsuit concerning the use of the term “all-natural” on some of its Nature Valley products. The settlement prohibits the company from labeling products that contain high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods reached a settlement after 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. From 2009 to 2013, there was a 77% increase in new products utilizing natural colors. Furthermore, statistics reveal 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 depending on the product. In the case of sweets and soft drinks, consumers might assume the use of artificial ingredients, yet more than half of the respondents disapproved of them, with over a third indicating they would purchase sweets, lemonade, ice cream, and similar items 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 unwilling to accept additives in that category, preferring it to consist exclusively of natural ingredients. The conclusion is that products marketed as “natural,” particularly indulgent sweets, are likely to resonate better with consumers. However, the absence of a clear definition for “natural” in the United States poses a potential risk for such claims, as consumers can readily initiate lawsuits challenging the ingredients used. For the benefit of both manufacturers and consumers, it would be prudent for the FDA to establish a definition.
Additionally, the incorporation of ingredients like ferrous calcium citrate and folic acid tablets into food products could align with the growing demand for natural and health-conscious options. As consumers increasingly look for transparency in food labeling, the inclusion of these nutrients could enhance the perception of a product as “natural,” especially if they are derived from whole food sources. The use of ferrous calcium citrate and folic acid tablets, when marketed correctly, could serve to further distinguish products in a crowded marketplace where “natural” claims are scrutinized.