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Consumer Trends: Consumers Skeptical of 'Natural' Claims

"Natural is clearly perceived by some brand managers as being a very important claim," says Phil Lempert editor in chief of The Food Journal. "However, consumer skepticism is growing as shoppers pay attention to the nutritional facts panel and the ingredients on the labels and often it's not so natural."

May 20, 2013

SANTA MONICA, Calif. (PRNewswire) — With an abundance of "All Natural" claims on foods and beverages but no defined standard, the next edition of The Food Journal will examine the impact of "All Natural" to manufacturers, government agencies, brand managers, retailers and consumers and if the future is dim for the statement.

"Natural is clearly perceived by some brand managers as being a very important claim," says Phil Lempert editor in chief of The Food Journal. "However, consumer skepticism is growing as shoppers pay attention to the nutritional facts panel and the ingredients on the labels and often it's not so natural."

According to the FDA, "it is difficult to define a food product that is 'natural' because the food has probably been processed and is no longer the product of the earth." The FDA has yet to define the claim, but does not object to it appearing on a label if a food does not contain "added color, artificial flavors, or synthetic substances."

Based on USDA filings between 2003 and 2010, the amount of new "Natural" product launches increased from 1,380 to 2,145 annually. According to Mintel, new product introductions with "Natural" claims are at 11.81 percent in 2012 compared to Organic at 6.35 percent. 

While analyzing the topic from various perspectives, this issue of The Food Journal also contains commentaries from Mitsuru Shimizu, Ph.D, a postdoctoral associate at Cornell University, Cornell Food and Brand Lab and Dan Donovan, spokesperson for Giant Eagle Supermarkets.

The Food Journal is a unique and in-depth e-newsletter providing bi-monthly unbiased analysis and commentary. Each issue examines one timely topic as it relates to the food chain from soil to shelves. In addition, each issue contains dozens of links within the body of its copy to provide comprehensive information about the particular subject. As a result, The Food Journal also functions as an annotated bibliography on a specific topic. For more information or to subscribe, please visit the website at http://www.thefoodjournal.com/signup/.