It doesn't necessarily make foods healthier
Making ingredients natural doesn't make them nutritious. Natural flavors may come from a natural source, but a quick look at what's allowed under the law makes it pretty clear that all sorts of processing and tinkering can occur before the flavors wind up in your food. Cheetos, for example, contain the pleasant-sounding "natural flavors."
And that's saying nothing about the nutritional components of the food itself. Grass-fed butter with no hormones or additives is nice, but it's still not a great idea to eat a stick of it.
In the end, though, the people tend to win
Trends are always changing, and some businesses may be wary of chasing trends. What if, a year from now, people want something totally different and new? The process has to start all over.
But according to Marion Nestle, the author of Food Politics: How The Food Industry Influences Nutrition and Health, companies will always follow customer demand "because they have to."
"Customers want artificial ingredients out of the products, and the noise level has increased to the point where the companies are forced to listen," she says. "If sales of products with these ingredients continue to decline, other companies will do the same."