Many consumers assume that when a product is labeled “natural,” it must be healthier, free from artificial ingredients, minimally processed, or even environmentally friendly. It’s a comforting word that suggests purity and simplicity. However, the reality is far more complicated. Despite its popularity on packaging, “natural” is a term that lacks a consistent, standardized legal definition in many countries—including the United States. This regulatory gray area has led to confusion, misinterpretation, and, in some cases, deliberate misuse. In this article, we’ll break down what “natural” actually means—or doesn’t mean—on food labels, examine the regulatory gaps that allow this ambiguity, and offer clear guidance to help consumers make more informed decisions at the grocery store.

“Natural” vs. “Organic”: Key Differences

In the United States, the term “organic” is strictly regulated by the USDA. Organic foods must be produced without synthetic pesticides, genetically modified organisms (GMOs), artificial additives, or synthetic fertilizers. They must also meet rigorous certification standards.

On the other hand, the U.S. Food and Drug Administration (FDA) has no formal definition for “natural” on food labels. The agency has only issued non-binding guidance stating that it interprets “natural” to mean that nothing artificial or synthetic has been added. However, this is not a legally enforceable standard.

Unlike “organic,” which has clear regulatory oversight, “natural” is an ambiguous term. Food companies often use it freely, leading to misleading claims. Other countries have similarly vague definitions or no official definition at all, further complicating consumer understanding.

Consumer Misconceptions About “Natural”

A Consumer Reports survey found that 62% of consumers believe that “natural” means a product contains no pesticides, antibiotics, or GMOs. However, many foods labeled “natural” do contain these substances. The same study revealed that many consumers equate “natural” with “organic,” despite the major regulatory differences.

This tendency for deceit happens because of demand. According to Food Navigator USA, research shows a significant shift in consumer behavior around clean labeling. There’s been a 40% increase in consumers seeking products made only with natural ingredients, a 43% increase in those who now check ingredient labels, a 29% rise in those avoiding artificial additives, and a 24% increase in shoppers specifically looking for organic options.

The misconception that “natural” means healthier has led to widespread marketing strategies exploiting the term, with many processed foods labeled “natural” despite containing artificial preservatives and additives.

Major Lawsuits Over Misleading “Natural” Claims

Over the years, several major food brands have been sued for deceptive “natural” labeling:

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Kellogg’s Kashi (2013)

A class-action lawsuit alleged that Kashi misled consumers by marketing products as “all-natural” while containing synthetic ingredients like pyridoxine hydrochloride and calcium pantothenate. Kellogg’s settled the case for $5 million and agreed to remove the label.

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PepsiCo’s Naked Juice (2013)

PepsiCo settled a lawsuit for $9 million over claims that its “all-natural” juices contained synthetic ingredients, including ascorbic acid and synthetic fibers.

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General Mills’ Nature Valley (2016)

A lawsuit challenged the “100% natural” label on Nature Valley granola bars, citing the presence of glyphosate, a controversial herbicide. The case however, was eventually dismissed.

How Consumers Can Avoid Misleading Labels

The term “natural” is largely unregulated, rendering it an unreliable indicator of food quality or health benefits. What one company—or even an entire country—considers “natural” can vary dramatically, creating significant confusion for consumers. This inconsistency opens the door for food companies to apply the label loosely, often capitalizing on consumer trust without having to meet any enforceable standards. In some cases, “natural” becomes a marketing tool used to imply wholesomeness, even when products contain synthetic additives or undergo significant processing. To cut through the noise, consumers should look past vague labels and focus instead on the ingredient list, reliable third-party certifications like USDA Organic or Non-GMO Project Verified, and transparent sourcing practices. By becoming more label-literate and asking the right questions, shoppers can avoid misleading claims and make food choices that align more closely with their values and health goals.