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“Natural” Claim Continues To Lure Shoppers, Despite Lack Of Definition

March 13, 2019: 12:00 AM EST
A Label Insight-sponsored survey of 1,000 adult consumers finds that using the word “natural” on food packaging will motivate as many as 53 percent of Americans to make a purchase. Natural is generally accepted to mean the absence of artificial flavors, sweeteners, preservatives, and color additives in products that are minimally processed. Fifty-one percent of shoppers were swayed by "no preservatives," particularly older generations. Sixty-three percent of Baby Boomers say a product with that claim would motivate them to buy compared to 46 percent of Generation X and 41 percent of Millennials. Other ingredients Americans are concerned about include: high fructose corn syrup (57 percent of older adults) and sugar (all ages). And shoppers increasingly want to know the conditions under which the fish, poultry and livestock they're eating were raised: "antibiotic free" (34 percent); "free range" (26 percent); "grass fed" (25 percent); and "pasture-raised" (17 percent) are the key terms. Oddly, free range and pasture-raised are synonymous.[Image Credit: © Label Insight, Inc.]
"New Survey from Label Insight Reveals Which Loosely-Regulated Marketing Claims Motivate Shoppers to Buy", PR Newswire, March 13, 2019, © PR Newswire Association LLC
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