A natural food product is a food containing no added chemicals. Its ingredients may come from animals or plants. However, many of these products are processed before they can be eaten.
When consumers see a natural label on a product, 51% assume that it is made of whole ingredients and has no preservatives. Moreover, the results suggest that antecedents of intention include VBN and TPB dimensions as well as trust in the food supply chain. Check out more at Jamie Nemtsas.
Definition
Natural food products are on the rise, and consumers want to know what makes a product “natural.” The definition of natural is a hotly debated issue, and defining it could help clear up confusion over the marketing claims made on foods bearing the “natural” label.
Most people believe that a food labeled “natural” should not contain any artificial ingredients, and minimal processing is a must. This would ensure that the nutrients in a food are preserved, so that the consumer gets the most out of the nutrition it offers. However, some believe that this standard is too broad and should be modified. It’s important for a governing body to define what constitutes a “natural” food. Until this happens, it’s difficult for consumers to make informed choices about which foods to buy and which ones to avoid. It’s also important to understand the difference between “natural” and organic food, as they differ in many ways. “Organic” foods must meet stricter requirements to be considered organic.
Sources
The term “natural” on a food label conveys a multi-dimensional concept of naturalness to consumers. It stands in opposition to technology, artificiality, excessive refinement and manufactured or processed ingredients including synthetics (HealthFocus International, 2005).
Many Americans assume that foods labeled as “natural” are healthier than their heavily-processed counterparts. However, this is not always the case. In fact, many “natural” products are contaminated with dangerous mycotoxins produced by molds like Aspergillus flavus.
There is also little consensus about what exactly constitutes a “natural” food. In the US, the FDA has a loose definition of the term that does not limit use of synthetic processing methods or ingredients. Consequently, some highly-refined foods such as Cheetos and Skippy peanut butter can be considered natural. This confusion has created an opportunity for some companies to exploit consumers’ desire for healthy, unprocessed foods. Fortunately, there are now many resources available to help consumers make informed choices. These include:
Preparation
Foods are complex systems in which nutrients interact to produce a wide variety of biological activities. They can be derived from natural sources like land or marine plants, animals and microorganisms. They can also be processed via controlled assemblies and interactions of macronutrients in a food matrix. The nutritional benefits of these foods can vary widely and depend on the composition, biological activity and bioavailability of their individual components.
In order to maintain the characteristics of the final product, these ingredients are often subjected to thermal processing and/or other manufacturing techniques. This may include the use of color additives to enhance their appearance. These additives can be obtained from a wide range of sources, including synthetic colorants and those derived from natural pigments such as annatto (yellow), beets or grape skins.
Foods that are free from artificial preservatives, colors and flavors align with the principles of clean eating and are a healthier choice than their processed counterparts. Their omission from the diet empowers individuals to prioritize the health of their bodies and contributes to a holistic approach to nutrition.
Packaging
The food labeling world can be a confusing place. While some labels, like organic, come with strict government standards, others, like natural, don’t have any. As a result, manufacturers can abuse the word and mislead consumers. Luckily, citizens and competitors have stepped in to make sure the word isn’t misused.
Consumers are drawn to foods marketed with “natural” claims, and research shows that they’ll pay more for them. However, it is important to understand that these claims can be misleading and are not necessarily correlated with healthier nutritional composition.
When it comes to the “natural” claim, FDA guidelines suggest that a statement be placed beneath or beside all natural claims explaining what the term means. This statement should also appear on the principal display panel if it is not elsewhere on the product’s informational panels. This is to prevent confusion about the meaning of the term “natural” and prevent false advertising. This also applies to other labeling claims, such as organic.