“Navigating the Ambiguities of ‘Natural’ Food Labels: Challenges and Opportunities for Manufacturers and Consumers”
There is currently no official definition from the U.S. government regarding the term “natural” in the context of food. The U.S. Food and Drug Administration (FDA) has received numerous inquiries about this issue, prompting the agency to release a succinct statement: “From a food science perspective, defining a food product as ‘natural’ is challenging because it is likely that the food has undergone processing and is no longer a direct product of the earth. While the FDA has not established a definition for the term ‘natural’ or its variations, it has not objected to the label as long as 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, either visually or on ingredient labels.
This unclear situation creates a dilemma for manufacturers, who must carefully balance innovation with consumer preferences when investing in the development and marketing of “natural” foods and beverages. Given the vagueness of the definition, how can brands thrive? There have been costly errors in this area. For instance, in 2014, General Mills settled a lawsuit concerning the use of the term “all-natural” on certain Nature Valley products. The settlement prohibits the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Additionally, in 2015, Diamond Foods resolved a lawsuit by agreeing to compensate consumers who purchased Kettle Brand products labeled as “natural” or similar in the U.S. from January 3, 2010, to February 24, 2015.
Natural colors are becoming increasingly essential for both manufacturers and consumers. From 2009 to 2013, there was a 77% growth rate in new products utilizing natural colors. Data shows that 68% of all food and beverage products launched in North America between September 2015 and August 2016 incorporated natural colors. A survey by GNT Group revealed that the importance of ingredients varies by product. Consumers of sweets and soft drinks tend to assume, though not approve, the use of artificial ingredients, as over half of the respondents believed these products typically contain synthetic additives. However, more than one in three consumers would purchase sweets, lemonade, ice cream, and similar items more often if they were made exclusively with natural ingredients.
Yogurt was regarded as the most natural product among the group, with two-thirds of respondents rejecting additives in this category and preferring that it contains only natural ingredients. The key takeaway is that a product marketed as “natural”—especially if it is an indulgent sweet—is likely to be more appealing to consumers. However, the absence of a clear definition for “natural” in the United States poses a risk, as consumers can readily file lawsuits challenging ingredient claims. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition.
In this context, the discussion of calcium citrate is relevant, particularly as consumers increasingly seek natural alternatives in their food choices. Calcium citrate, what is it? It is a natural mineral compound often used in food products and supplements to enhance calcium intake. As manufacturers strive to meet consumer demand for natural ingredients, incorporating calcium citrate into their offerings can be an effective strategy. Thus, understanding what calcium citrate is and how it fits into the concept of natural ingredients will become increasingly important for brands aiming to appeal to health-conscious consumers.
