Savvy Consumers Question ‘All-Natural’ Product Labels


Eco-consumers are as committed as ever to shopping organic in 2011, but they’re skeptical about the explosion of all-natural product labels, according to a recent survey by Mambo Sprouts Marketing, which specializes in natural and organic product marketing and promotions. Consumers are both increasingly interested in organics and holding organic brands to higher standards:

• Health and natural consumers were not confident that products labeled “natural” truly held up to the word. One in three (34%) were either “not very” or “not at all” confident in current natural labeling.

• Two in three (65%) were very interested in a uniform standard to certify natural products—including ingredients and processes—that are labeled as natural.

• Natural and organic consumers were most likely to prefer natural labeling certification by an independent, nonprofit organization (33%) and/or by a government standard (27%). Respondents were less interested in industry/company supported standards (23%) or retailer certification (18%).

• The outlook for organics remains strong. Store brand/private label organics are now mainstream, with virtually all (96%) consumers buying these products; this year 57% plan to maintain current spend levels on organics, and four in 10 (39%) will increase their spend.


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