‘Natural’ foods convey a sense of wholesomeness, without additives, chemicals, and preservatives, to consumers, finds The NPD Group.
On the surface, ‘natural’ and ‘all natural’ on a food label hints to consumers that the product is free of anything manmade, but that is not always the case.
Consumers have requested that the Food and Drug Administration (FDA) explore the use of the term.
In direct response to consumers, FDA is seeking public comments on the use of the term ‘natural’ on food labels.
In terms of ‘natural’ labeling today, the FDA issued non-legally binding guidance on ‘natural’ labeling in the 1990s that states, “nothing artificial or synthetic – including all color additives regardless of source – has been included in or added to a food that would not normally be expected to be in the food”.
This guidance allows for food or beverages with high fructose corn syrup (HFCS) or genetically-modified organisms (GMOs), for example, to still be labeled as natural.
What has changed since the 1990s are consumers’ concerns about some of the ingredients in what they eat and drink. They are looking for foods to be in their pure form.
Today more than 30% of consumers are cautious about serving foods with preservatives compared to 24% 10 years ago, and the trend for additives follows the same progression.
HFCS and GMOs are two of the top-growing concerns in the US.
Much of their concern, however, stems from negative publicity, not science, and lack of knowledge.
Certain natural and organic retailers have stepped into the national GMO discussion by labeling ‘GMO-free’ any products that meet the qualifications.
Manufacturers have also decided to call out GMO-free foods.
“This may make consumers wonder if a product labeled ‘natural’ but not ‘GMO-free’ truly is ‘natural’,” says Darren Seifer, NPD food and beverage industry analyst.
“This also supports updating the ‘natural’ definition to help consumers understand what can or cannot qualify for the label.”
Consumers rely on food labels to see what is excluded and included in products, according to NPD’s food market research.
About 39% of Americans consume foods or beverages with an ‘all natural’ or ‘natural ingredients’ label in a week.
Products with natural, organic, or whole grain claims are more likely to be consumed in an average week than those with a light/low-calorie label, pointing toward a shifting perception of health, finds NPD’s National Eating Trends, which continually tracks all aspects of US eating behaviors.
The current ‘natural’ labeling guidance is in stark contrast to organic labeling that has very specific standards set out by the United States Department of Agriculture.
Organic products must meet environmental and animal treatment standards, and they cannot include GMOs.
“Marketers would be wise to initiate a dialogue with consumers to assuage concerns about particular ingredients,” says Seifer.
“Education about how specific products and ingredients can fit into consumers’ daily lives also will go a long way in clearing up possible confusion about ‘natural’ foods messaging.”
