The demand for natural flavors is expected to reach $8.03 billion by 2025, which underscores their growing role in the food industry. Despite that growth, few people know what they are. As more consumers demand transparency on food labels, it’s time to ask: “What are natural flavors, really?”
The phrase might sound like it refers to something simple and wholesome, but the reality is far more complicated. These flavors are beyond fresh-squeezed or hand-harvested ingredients, and here’s how they’re not always as straightforward as a splash of citrus or a sprig of mint.
A catch-all term with strict definitions
The natural flavors market is projected to grow to $18.16 billion from 2025 to 2035, driven by health-conscious consumers and expanding use in food, cosmetics and pharmaceuticals. This surge in popularity makes it even more important to understand what qualifies as a natural flavor and how it’s defined in regulatory terms.
Natural flavor or natural flavoring refers to any essential oil, extract, distillate or enzymatic byproduct that contains flavoring constituents derived from natural sources, such as spices, fruits, vegetables, herbs, meats or dairy. These are not simply blended ingredients but often the result of processes like roasting, heating or fermentation, methods that pull out and concentrate flavor compounds while stripping away any nutritional content.
This transformation is where the term natural starts to blur. Although the origin may be natural, the result is a lab-engineered formula built for consistency and shelf stability. That’s why the defining difference between natural and artificial flavors isn’t how they’re made, but where they begin.
Why do they show up on labels so often?
Natural flavors are everywhere because they’re practical. They help food companies maintain taste consistency while dealing with the real-world challenges of supply, storage and shelf life. A fresh blueberry might not survive months in a cereal box, but a flavor compound derived from blueberries, and stabilized with other natural agents, can.
In many cases, the actual food ingredient isn’t present at all, just the extracted natural flavor from it. Food products can still list a specific flavor even if the characterizing ingredient isn’t present. For example, a strawberry shortcake-flavored item may not have actual strawberries, just natural strawberry flavor. In other instances, the real ingredient might be present, but not in a substantial amount to define the flavor on its own.
Are natural flavors safe?
The Food and Drug Administration defines natural flavors under the Code of Federal Regulations and classifies them as food additives. Many of the substances used in natural flavor formulations are considered generally recognized as safe, or GRAS, based on scientific data or historical use. This means that while natural flavors may undergo extensive formulation, their components have often been reviewed and deemed safe for consumption under typical conditions.
Still, safe doesn’t mean transparent. Some consumers have reported sensitivities or allergic reactions to products containing undisclosed natural flavor components. It’s not common, but it does happen, and this is why health-conscious shoppers often look for simple ingredient lists and opt for products that disclose their flavor sources or use whole food ingredients. Some examples include actual lemon juice or ground cinnamon instead of natural citrus flavor or natural spice.
Natural flavors in other industries
Natural flavors aren’t just flavoring your granola bars; they show up in everything from beauty products to home goods. In cosmetics, they enhance scent and taste through essential oils and botanical extracts found in products, like lip balms and face masks. Nature’s Flavors, a supplier of all-natural flavor oils for oil-based applications, provides ingredients commonly used in chocolates, candies, lip balms and scented candles. This proves how these compounds can deliver aroma, texture and a full sensory experience across categories.
But it’s not just about smelling good. In pharmaceuticals, natural flavors help mask unpleasant tastes, such as bitterness or a lingering burn, which often come with active ingredients. In one case shared by Sensient Pharmaceutical, their team identified those off-notes and used Smoothenol, which is a natural taste modulator, alongside pre-selected flavors to carefully balance citrus terpenes and create a smoother, more palatable product.
Whether it’s the cherry flavor that makes your cough syrup easier to swallow or the peppermint that freshens your toothpaste, natural flavors are quietly enhancing everything from taste to texture. They are engineered to create a familiar, purposeful feel that blends seamlessly into everyday products.
More flavor, less clarity
Natural flavors may sound comforting, but they live in a gray zone between nature and manufacturing. As demand grows and regulations evolve, consumers are asking better questions, and brands are being pushed to answer them. While natural flavors are generally safe, their mystery label status leaves a lot of room for interpretation. For now, until labels catch up with transparency, staying curious and being a little skeptical might be the smartest move.
Mandy Applegate is the creator behind Splash of Taste and seven other high-profile food and travel blogs. She’s also co-founder of Food Drink Life Inc., a unique and highly rewarding collaborative blogger project. Her articles appear frequently on major online news sites, and she always has her eyes open to spot the next big trend.
Disclaimer: These statements have not been evaluated by the Food and Drug Administration. The contents of this article, made available via Food Drink Life, are for informational purposes only and do not constitute medical advice. The Content presented here is not intended to be a substitute for professional medical advice, diagnosis, or treatment. Always seek the advice of a qualified healthcare provider with any questions you may have regarding a medical condition or dietary changes. Reliance on any information provided by this article is solely at your own risk.