Assessing consumers’ understanding of the term “Natural” on food labeling

The objective of this study was to gain a better understanding of how consumers' interpret the term "natural" by assessing food choice based on labels describing attributes of a product associated with the term "natural"; to assess food intake of chosen food, and; to determine factors that influence food choice and intake. A randomized, single-visit pilot study was conducted where participants (n = 105) were presented with seven identical bowls of granola each bearing a different descriptive label. Participants were asked to choose and eat the granola (ad libitum) that coincided with what was closest to their view of "natural." Food choice, intake amount, demographics, self-health perception, label use, dietary restraint, and mindfulness were measured. "Organic" (31%), "Made with real grains" (17%), and "No preservatives" (15%) were the top three chosen labels. These choices related to concerns about environment and processing, personal health, and additives and preservatives, respectively (P = 0.049). Income level and age were significantly associated with choice (P = 0.003). Defining the term "natural" for use on food labels will require follow-up researchacrosseconomically diverse populations and age groups to understand expectations of food products bearing the term "natural."