Source: Chris Scott, MEATINGPLACE, 12/8/15


Consumer concerns have emerged about the meaning of the word “natural” on product labels, setting the stage for guideline adjustments by federal regulators, according to a new survey by NPD Group.

The market information company said consumers have noted the “changing landscape of food ingredients and production,” prompting the Food and Drug Administration (FDA) to seek public comments on the issue. Consumers are worried about labeling standards set in 1990 that allow for the use of “natural” on labels on products that contain high fructose corn syrup or genetically modified organisms (GMOs), NPD noted in a news release.

The NPD report found that more than 30 percent of consumers are cautious about serving foods with preservatives compared with 24 percent in 2005. Natural and organic retailers are also stepping into the mix by adding product labels such as “GMO free.”

“This may make consumers wonder if a product labeled 'natural’ but not 'GMO free’ is truly is 'natural,’ ” explained Darren Seifer, food and beverage analyst at NPD. “This also supports updating the 'natural’ definition to help consumers understand what can or cannot qualify for the ('natural’) label,” he added.

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 foods or beverages with high fructose corn syrup (HFCS) or genetically-modified organisms (GMOs), for example, to still be labeled as natural.

FDA officials announced last month that the agency will seek public comments on the labeling rules covering the use of the term “natural.”

“Marketers would be wise to initiate a dialogue with consumers to assuage concerns about particular ingredients,” said 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.”

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