The document summarizes the results of a survey about consumers' understanding of the term "natural" as it relates to food products. 300 consumers were asked about their perceptions of naturalness in 6 categories: yogurt, flavored waters, soups/broths, frozen desserts, ready-to-eat meals, and ready-to-drink iced teas. For each category, most respondents said organic, non-GMO ingredients and labels mentioning terms like "all natural" and "organic" were very or somewhat important in influencing their purchase. Across all categories, respondents viewed "natural" as meaning ingredients that are fresh, local, organic, and free of chemicals and additives. Key findings were that natural ingredients are important

1. Naturalness
What is Natural? Organic Non-GMO Additive/Chemical FreeAll Natural
Label Elements
Influencing Purchase
Natural Flavors
Organic Ingredients
Fresh
Local Ingredients
N/A
Raspberry Cucumber
Citrus Green Tea
Watermelon
Lime
What is Natural? Organic Non-GMO Chemical Free/Recognizable IngredientsAll Natural
Label Elements
Influencing Purchase
Natural Flavors
Organic Ingredients
Fresh
N/A
N/A
Coconut
Water
Lemon
Green Tea
Matcha
Tea
Lemon
Black Tea
Honey
Ginger Tea
What is Natural? Organic No Added Sugar Additive/Chemical FreeNon-GMO
Label Elements
Influencing Purchase
Natural Flavors
Organic Ingredients
No Added Sugar
N/A
N/A
Natural Products
Strawberry Lemon Pineapple
Frozen Juice Frozen
Non-Dairy Dessert
Frozen Yogurt
What is Natural? Organic All-Natural Real Fruits/VegetablesNon-GMO
Label Elements
Influencing Purchase
Fresh
Organic/Local
Ingredients
Healthy Benefits
N/A
What is Natural? Organic All-Natural Real Fruits/VegetablesNon-GMO
Label Elements
Influencing Purchase
Important Purchase Considerations
Organic Ingredients
Fresh
Natural Flavor
No Added Sugar
Other Findings
Hormone Free Organic/
Certified Organic
Prepared Fresh/
from Scratch
DEFINING
What is Naturalness?
We conducted an online survey of 300 consumers
asking for their feedback on the idea of‘naturalness’.
Of the respondents, 100 offered detailed feedback on the categories
listed below. Participants were U.S. consumers of these 6 categories,
over 18, identifying as the main food purchaser of their household,
‘natural’shoppers who read labels and actively sought organic products.
Results by Category
Respondent
Demographics
68% very
28% some
Yogurt
Frozen
Desserts
What is Natural to Consumers?
Importance of
Naturalness
Importance of
Naturalness
Importance of
Naturalness
Importance of
Naturalness
Importance of
Naturalness
Importance of
Naturalness
53%47%
Respondent
Demographics
58%42%
Flavored
Waters
Respondent
Demographics
63%37%
RTD
Iced Teas
Respondent
Demographics
52%48%
Soups/
Broths
Respondent
Demographics
60%40%
RTE
Meals
Respondent
Demographics
64%36%
46% very
44% some
50% very
39% some
47% very
44% some
55% very
38% some
47% very
43% some
Organic Natural Non-GMO ingredients
Label Elements
Influencing Purchase
Natural Flavors
Organic Ingredients
Fresh
Natural Flavor
No Added Sugar
Vanilla Bean
Peach
Blueberry Acai
Raspberry
Key Survey Findings
Scratch cooking implies that all ingredients
are provided and/or self-prepared
Important Purchase Considerations
Other Findings
Hormone Free Prepared Fresh
Soup or broth purchased in a refrigerated
container is by far the most likely to suggest
the contents are natural
Yogurt Flavored
Waters
Soups/
Broths
Frozen
Desserts
RTE MealsRTD
Iced Teas
Categories
Examined
Natural ingredients are key, but it is
equally important that a product be
free of additives, preservatives
and artificial flavors
Chemicals and additives
communicate to consumers
that a product is unnatural
Labels featuring all natural, local,
fresh, or organic are more likely
to influence product purchase
Consumers reported
that their idea of
naturalness is a
combination of:
Fresh
LocalOrganic
Chemical
Free
Additive
Free
18-24 25-34 35-44 45-54 55+Age:
18-24 25-34 35-44 45-54 55+Age:
18-24 25-34 35-44 45-54 55+Age:
18-24 25-34 35-44 45-54 55+Age:
18-24 25-34 35-44 45-54 55+Age:
18-24 25-34 35-44 45-54 55+Age: