Natural foods have gained popularity in recent years as research has shown their positive impact on health. These foods are high in vitamins, minerals, and antioxidants, and are less processed and fried than other types of food.
However, the term “natural” is not regulated and can mean different things for different products. In addition, the label of a product can influence consumers’ perceptions and preferences. Find out more at Jamie Nemtsas.
Defining a “natural” food product
Natural foods are becoming more popular as new research reveals the benefits of packing your diet with more fruits, vegetables, and lean meats and avoiding highly processed, fried, or refined foods. However, the word “natural” on a food label means different things to different consumers. It is important to understand the difference between a natural food product and organic food.
Foods labelled as natural often lack the strict criteria that qualify a product for the organic label. For example, a tomato sauce made with natural ingredients might contain chemicals such as safrole and sulfides, but organic tomatoes must be grown without synthetic fertilizers, pesticides, herbicides, or other chemical agents.
Similarly, natural food may include color extracts such as annatto, beets, or grape skins. But, to be considered natural, those extracts must come from a natural source. For example, the FDA-approved natural color additive annatto comes from the fruit of the sassafras tree. But the naturally-occurring safrole can be toxic or carcinogenic.
Defining a “natural” food label
Food labels help consumers make decisions about what to buy. Some labels, such as organic or non-GMO, have government standards that consumers can trust. However, other labels, such as “natural,” are less well-defined. For example, the FDA and USDA allow foods to be labeled natural even if they are genetically modified or produced with pesticides, which goes against the beliefs of many consumers.
In the absence of a standardized definition for natural food products, consumers, competitors, and organizers have stepped in to prevent companies from abusing this term. Consumers want to know that they are buying healthy foods and are not being tricked by marketing tactics. Consumers are willing to pay more for natural food products if they can be sure that the product is truly natural. For this reason, it is important for manufacturers to make a clear distinction between natural and artificial products. They should also be transparent about their processing methods. For example, they should provide detailed information about the origin of their ingredients.
Defining a “natural” food claim
When shoppers walk down the grocery store aisles, they are often faced with products that claim to be natural. While some of these claims may be accurate, others are not. Currently, four federal agencies regulate the use of the term natural on food labels. They include the FDA, USDA, FTC and TTB.
In general, the FDA considers a product to be “natural” when it doesn’t contain any synthetic or unnatural ingredients. However, this informal policy does not address food production or processing methods or whether a product should describe a health benefit.
Companies that make a natural claim must also disclose what kind of processing the product undergoes and the source of its ingredients. In addition, a statement must be made about any preservatives or additives that the product may contain. Moreover, products that contain any synthesized ingredients must display a disclaimer such as “natural with added vitamins, minerals and trace nutrients.” This way, consumers can make an informed decision about the products they buy.
Defining a “natural” food marketing strategy
When shopping in a grocery store, many consumers choose products labeled “natural” over non-natural versions. This is because they think that natural foods are healthier than their counterparts, even if the ingredients in both products are identical. However, the word “natural” is not defined by government guidelines. This leaves the term open to misinterpretation and misuse.
Moreover, natural foods tend to be more expensive than other food products. This may be due to the increased cost of organic ingredients or regional limitations in food availability. However, it is possible to reduce these costs by smart shopping and buying in bulk.
Furthermore, natural products retain more of their essential nutrients because they undergo less processing. This allows them to provide more vitamins, minerals, and antioxidants per calorie. This, in turn, makes them a healthier and more delicious alternative to processed foods.