What Attributes do Consumers Associate with Natural and Organic?

"Natural" and "organic" are two terms that consumers are seeing with overwhelming frequency while shopping not only for foods and beverages, but also personal care products, household cleaning products and many others. But do they really understand the differentiating characteristics of each enough to make an informed decision on which is better for them? NMI's 2010 LOHAS Consumer Trends Database® (LCTD) asked consumers to think of the terms "natural" and "organic" when used to describe products they might be interested in buying and select which attributes describe each, or both. (See Graphic 1 below)

Graphic 1

As shown in Graphic 2 below, the only "regulated" attributes which consumers are more likely to indicate as describing organic are: 100% organic ingredients and no chemical pesticides.

Graphic 2

These results clearly indicate that consumer confusion exists between the terms "natural" and "organic". In fact, consumers are twice as likely to associate regulated attributes of organic such as "no artificial colors, flavors and preservatives" with natural. And, almost half of organic food and beverage consumers believe natural foods contain no pesticides. NMI believes that invigorated and clarified messaging from both natural and organic brands is vital to ensure confidence in the benefits of both types of products. NMI has embarked on a rigorous study with The Organic Center and industry brand partners to develop such messaging.