What Does "Natural" Really Mean on Food Labels? UPrinting

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:

×

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.

×

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.

×

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

1

Check ingredient lists. The best way to verify a
product’s quality is to look beyond the front-of-package
marketing. Scan the ingredient list for artificial additives,
preservatives, or synthetic chemicals.

2

Look for third-party certifications. Instead of relying
on vague “natural” claims, look for certifications like USDA
Organic, Non-GMO Project Verified, or Certified Humane, which
have clear standards.

3

Research brands. Some companies have a history of
misleading claims. A quick online search can reveal past
lawsuits or controversies regarding food labeling.

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.

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What Does “Natural” Really Mean on Food Labels?

“Natural” vs. “Organic”: Key Differences

Consumer Misconceptions About “Natural”