Organic & Natural Health Association (Organic & Natural) released the results of a consumer research study conducted as the first step in their initiative to set the standard for the term “natural.” The online research study of 1,005 U.S. consumers was conducted by Natural Marketing Institute (NMI). The study found that one in three consumers do not make a quality distinction between the terms “natural” and “organic” and/or government regulation for products with such labels. Other findings from the study confirmed more confusion in the marketplace with the term “natural.” Common misconceptions include the belief that most vitamins come from natural sources and that “natural” means no pesticides are used. And while 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. Further, approximately half of the consumers surveyed believe that “natural” means the product is free of synthetic pesticides and are 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 concluded that the organic industry should improve education for consumers regarding the differing attributes [...]
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