Natural Labeling Claims Drop

Indeed, consumers can be quite confused about what a product labeled as “natural” means, according to a 2015 Consumer Reports survey. Findings suggest that more than half of consumers mistakenly believe that “natural” means free of genetically modified ingredients, contains no artificial ingredients, and is hormone or pesticide free—in other words, confusing a perceived definition for “natural” with a regulated one for “organic.”

Part of the misunderstanding stems from limited guidance from the U.S. Food and Drug Administration (“FDA”), which called for public comments in late 2015, but still has yet to rule on what “natural” means in Federal Regulations. With no FDA guidance on the definition, some manufacturers have defined “natural” on their own terms. And what is “natural” to one company may not be to another. As more “natural” claims on products emerged over the years, consumer awareness increased and so did confusion. Peak “natural” claims on food product labels occurred in 2008— with approximately 2,300 new products making the claim, according to FONA International reports from Mintel’s Global New Product Database. In 2017, the number of “natural” claims on new US food products dropped dramatically to about 1,044.  The reduction in products bearing “natural” claims over the past decade may be due, in part, to more lawsuits. Last year saw a 30 percent increase in legal filings questioning the “natural” status of food products as compared to 2016, according to Food Navigator.

With all the confusion about what is “natural” and what isn’t, consumers are responding. Nearly half of consumers surveyed in FONA International’s proprietary survey said they would like to see manufacturers cease using “natural” claims and start using single-attribute claims, such as “no preservatives,” more frequently. Some consumers are choosing products with “free from” claims along with claims backed by third-party certifiers and government agencies. FONA’s survey also found that 79 percent of respondents are aware that the term “organic” is regulated by the USDA, with 56 percent believing when a product carries an “organic” claim that it is better for them.

Manufacturers that offer products with simple ingredients and informative, easy-to-understand labels and claims may stand the best chance of attracting health-conscious consumers, Progressive Grocer speculates. Specific messages, such as “five simple ingredients” and “nothing added” may help provide some clarity.

Consumer Reports National Research Center, Natural Food Labels Survey – 2015. Go to: 
https://www.consumerreports.org/food-safety/peeling-back-the-natural-food-label/

The New York Times, “Is It ‘Natural?’ Consumers, and Lawyer, Want to Know,” by Julie Creswell. Feb. 16, 2018. Go to: https://www.nytimes.com/2018/02/16/business/natural-food-products.html

FONA International, “Natural: 2018 Trend Insight Report,” Go to: http://www.fona.com/wp-content/uploads/2018/01/0118-Natural-Claims.pdf

Food Navigator, “Court Filings Indicate Resurgence' in ‘All-Natural’ Litigation in 2017, but Will Appropriations Bill Spur the FDA into Action?” by Elaine Watson. Aug. 9, 2017. Go to:
https://www.foodnavigator-usa.com/Article/2017/08/10/Filings-indicate-resurgence-in-all-natural-litigation-in-2017

Progressive Grocer, “Greater Consumer Expectations Push Grocers to Up Prepared Foods Game,” by Kathy Hayden. Feb. 26, 2018. Go to: https://progressivegrocer.com/greater-consumer-expectations-push-grocers-prepared-foods-game