What do consumers understand by the term natural?
On the one hand consumers see natural as meaning foods and beverages that are as close to their original state as possible, that seem to be minimally processed and absent of synthetic ingredients. But they also recognize that the term ‘natural’ used on foods is ill defined, not regulated and less reliable than the organic seal. However, natural still remains the ideal that they are seeking. Dr Shelley Balanko, Hartman Group
