Consumers remain confused over 'natural' labeling of foods

According to a new study performed by the Natural Marketing Institute, Harleysville, Pa., for the Washington, D.C.-based Organic & Natural Health Association (Organic & Natural), one in three U.S. consumers makes no quality distinction between the terms "natural" and "organic" and/or government regulation for products with such labels.

The online research study of 1,005 U.S. consumers also confirmed continued confusion in the marketplace in relation to the term natural. Common misconceptions include the belief that most vitamins come from natural sources and that "natural" means no pesticides are used, Organic & Natural said. And although three-fourths of consumers perceive that organic foods must be at least 95 percent free from synthetic additives, almost two-thirds of consumers expect the same standard from natural foods. Approximately half of the consumers surveyed, meanwhile, believe that natural means the product is free of synthetic pesticides and is non-GMO, attributes that are unique characteristics of organic products.

With 46 percent of consumers surveyed believing that the U.S. government regulates the term "natural," the study concludes that the organic industry should improve education for consumers regarding the differing attributes of organic and natural to elevate the status of organic. Furthermore, marketers of natural products need to continue to clarify the meaning of natural so the term does not become diluted and lose significance among consumers, Organic & Natural stated.

More surveyed consumers indicated they were more likely to use natural foods than organic foods; in fact, 60 percent reported using organic foods less than once a week or not at all, with more than a third using natural foods once a day or more. When it comes to meats labeled as natural, attributes of "no-added growth hormones" and "antibiotic-free" were of primary importance to consumers, the association said.

"The overarching intent of this survey is to improve access to quality organic and truly natural food, products and services," said Karen Howard, CEO and executive director of Organic & Natural. "Our goal is to support increased access through consumer research and education, and we are now embarking on the development of a program that will create a clear, meaningful definition for natural foods, followed by a definition for natural supplements."

Organic & Natural's next step is to develop a voluntary regulatory compliance and certification program for the term natural to be released during the first half of 2016, in conjunction with a consumer education campaign supporting transparency of product purchases. To read the complete study, titled "Consumer Insights on Organic and Natural," visit www.organicandnatural.org.