Just how important is 'natural' to consumers when making food decisions? Here's a look at the research
Just how important is 'natural' to consumers when making food decisions? Here's a look at the research Consumers tend to define natural in three different ways, according to a new research review Natural has long been an effective food label claim, but with such widespread use and such little regulation around it, it’s not always clear what exactly about it consumers are drawn to. A team of researchers in Europe decided to analyze all the studies they could find focused on consumers’ preference for food naturalness—amounting to 72 studies in 32 countries involving more than 85,000 consumers—for patterns in how important “naturalness” is for consumers. While they didn’t turn up any shocking results, what they found in their scientific review was interesting and has potential implications for the natural foods