The Influence of Naturalness on Grocery Shoppers' Purchase Decisions in the United States

The term “natural” and naturalness labeling have increasingly been used on food packaging for a largely disinformed public who associate naturalness with qualities that are often not present in the products that display it. This survey-based study examines the influence of naturalness on the decision-making process of grocery shoppers in the United States. Survey responses were analyzed to determine the value participants place on products with naturalness indicators and to identify what other attributes they prioritize when shopping. The results indicate that participants value naturalness and price in their purchase decisions more than attributes such as brand or appearance, and that they strongly consider a product’s nutritional content. These results confirm previous studies that highlight a need for quantified naturalness labeling to allow for informed purchase decisions.