One in four new products launched in 2010 had a label claiming it was “Natural”. But did you know that there is no regulatory definition for “Natural” foods? While there are strict standards for Organic labeling, it’s pretty much a wild west when it comes to the use of the word Natural.
Hence you can find chips made from “all natural potatoes”. Has anyone ever seen an artificial potato?
And does natural even mean healthy? sugar is natural, so is butter.
Consumers have caught on to this labeling trend and don’t like it. According to Food Navigator:
Consumers on the lookout for eco-friendly claims are skeptical about the term ‘natural’, and two-thirds would favor a uniform standard to certify natural claims, according to a new survey.
The poll, from natural and organic marketing firm Mango Sprouts Marketing, asked 1,000 natural product consumers about their organic shopping habits in an effort to get an idea of upcoming trends for the sector in 2011.
What to do at the supermarket:
Skip the claims on food labels and head straight to the nutrition fact and ingredient list. That’s where you’ll find the informaton you really need.