Unlocking the Truth Behind Natural Diets: Definition, Benefits, and What Consumers Really Think

The term "natural" in food labeling and marketing has various definitions, generally referring to foods not significantly altered by manufacturing processes. This article delves into the concept of "natural food," its historical origins, regulatory landscape, consumer perceptions, and the broader implications for health and food systems.

Historical Roots of "Natural Food"

The concept of "natural foods" can be traced back to Sylvester Graham in the 1830s. Graham, the namesake of Graham crackers, believed that processed foods violated God's laws of health and advocated for eating whole wheat in its natural, unadulterated form. In 1936, British agronomist Guy T. Wrench, and in 1948, organic farmer J. I. Rodale, both published books linking longevity to unprocessed natural foods, drawing inspiration from the Hunza diet. Rodale erroneously claimed that the Hunza people lived for hundreds of years and were immune to illness due to their natural food diet. However, a team of Japanese researchers from Kyoto University refuted these claims in 1960 after examining Hunza inhabitants. Jean Hewitt's "New York Times Natural Foods Cookbook" was an influential publication that promoted the use of natural foods.

Regulatory Landscape and Definitions

Defining "natural" in food labeling has proven challenging, leading to varying interpretations and regulations across different regions.

United Kingdom

The Food Standards Agency in the United Kingdom has established criteria for using terms like "fresh," "pure," and "natural" in food labeling. These standards vary based on the type of food, such as dairy products, and address specific food processing techniques like fermentation and pasteurization.

Canada

The Canadian Food Inspection Agency restricts the use of "natural" to foods that have not been significantly altered by processing, providing examples of processes that either do or do not significantly alter food. A specific ingredient can be labeled "natural" if it has not undergone any processing beyond the listed acceptable methods.

United States

In the United States, the Food Safety and Inspection Service (FSIS), a division of the USDA, is responsible for ensuring the safety, wholesomeness, and accurate labeling of meat, poultry, and egg products. While the USDA collaborates with the FDA to address the misuse of "natural" labels, the FDA lacks specific regulations defining the characteristics of a "natural" product. The FDA's informal policy references a definition of "natural" and emphasizes that the Food, Drug, and Cosmetic Act prohibits false or misleading labeling. The Center for Science in the Public Interest has criticized the poultry industry for labeling chicken meat "all-natural" after injecting it with saline solution, increasing its weight by up to 25%.

Consumer Perceptions of "Natural"

Consumer understanding of "natural" food is complex and multifaceted. A study examining consumer perceptions of naturalness revealed that no single ingredient was considered natural by all respondents. Familiarity, chemical-sounding names, and the consumer's age all influenced whether an ingredient was perceived as natural. Corn, wheat flour, black beans, soybeans, sugar, and salt were the ingredients most frequently identified as natural.

Factors Influencing Perceptions

Several factors contribute to the varying consumer perceptions of "natural":

Familiarity: Ingredients commonly used and well-known to consumers are more likely to be considered natural.
Chemical Names: Ingredients with chemical-sounding names are often perceived as less natural, even if derived from natural sources.
Age: Older consumers are more likely to consider certain ingredients like sorghum flour, black beans, lecithin, corn syrup, and molasses as natural.
GMOs: Despite the prevalence of genetically modified corn and soybeans, a significant percentage of consumers still consider them natural.
Food Neophobia: Novel or unfamiliar foods, such as insect powder and pea flour, may be perceived as less natural due to food neophobia.

Inconsistencies in Perception

The study also revealed inconsistencies in consumer opinions such as:

Wheat flour was considered natural by nearly three times as many people as gluten, a major protein in wheat flour.
Baking soda was more likely to be considered natural compared with sodium bicarbonate, the chemical name of baking soda.

These inconsistencies highlight the subjective nature of "natural" and the influence of labeling and marketing on consumer perceptions.

Read also: Is Natural Skincare Effective?

The NOVA System of Food Classification

To better understand the relationship between food processing and health, the NOVA system classifies foods into four groups based on the nature, extent, and purpose of industrial processing:

Group 1: Unprocessed or Minimally Processed Foods: These are edible parts of plants or animals, as well as fungi, algae, and water, after separation from nature. Minimally processed foods undergo processes like removal of inedible parts, drying, crushing, grinding, fermentation, pasteurization, refrigeration, and freezing, designed to preserve, store, or make them safe and palatable.
Group 2: Processed Culinary Ingredients: These include oils, butter, sugar, and salt derived from Group 1 foods or from nature through pressing, refining, grinding, milling, and drying. They are intended for use in home and restaurant kitchens to prepare, season, and cook Group 1 foods.
Group 3: Processed Foods: These are made by adding salt, oil, sugar, or other Group 2 substances to Group 1 foods. Examples include bottled vegetables, canned fish, fruits in syrup, cheeses, and freshly made breads. Processing aims to increase durability or modify sensory qualities.
Group 4: Ultra-Processed Foods: These are industrial formulations made mostly from cheap industrial sources of dietary energy and nutrients, plus additives. They undergo multiple processes and are typically energy-dense, high in unhealthy fats, refined starches, free sugars, and salt, and low in protein, dietary fiber, and micronutrients.

The NOVA system highlights the importance of distinguishing between different types of food processing and their impact on diet quality and health outcomes. Studies using NOVA have shown that diets dominated by ultra-processed products are associated with unhealthy dietary profiles and an increased risk of diet-related non-communicable diseases.

Healthy Diets: Principles and Recommendations

A healthy diet is one that maintains or improves overall health, encompassing fruits, vegetables, whole grains, and minimal ultra-processed foods or sweetened beverages. The Food and Agriculture Organization and the World Health Organization have outlined four core principles for healthy diets:

Limit fat intake to no more than 30% of total caloric intake, prioritizing unsaturated fats over saturated fats.
Consume at least 400 grams of fruits and vegetables daily (excluding starchy roots).
Include legumes in the diet.
Limit salt/sodium intake from all sources and ensure salt is iodized.

Additionally, it's crucial to avoid poisonous or carcinogenic foods and those contaminated by human pathogens.

Various organizations offer dietary recommendations, often emphasizing unprocessed plant foods, whole grains, legumes, non-starchy vegetables, and fruits. Limiting sugary drinks, energy-rich foods, fast foods, red meat, and processed meats is also recommended.

Raw Foods Diet: Benefits and Risks

A raw foods diet consists of mostly or completely raw, unprocessed foods, excluding anything cooked, pasteurized, or heated above 118°F. While some proponents claim that raw foods are packed with essential enzymes and nutrients destroyed by cooking, this is not supported by scientific evidence.

Potential Benefits

Weight Loss: Eliminating energy-dense, processed foods may lead to weight loss, as well as malabsorption of starch and protein.
Nutrient Intake: Raw foods diets are typically high in fruits and vegetables, leading to higher fiber, potassium, and certain vitamin intake.

Risks

Foodborne Illness: Raw foods may harbor harmful bacteria, leading to potentially fatal foodborne illnesses.
Antinutrients: Some raw foods contain antinutrients that interfere with digestion and nutrient absorption.
Nutrient Deficiencies: Restrictive raw foods diets may be challenging to follow long-term and can lead to nutrient deficiencies.

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