Organic Understanding Still Lags Well Behind Natural

Despite being eight years into the National Organic Program (NOP), consumers' understanding of "organic" still lags well behind natural. Two-thirds or more of consumers understand natural to mean 100% natural ingredients, no artificial flavors, no artificial preservatives, no additives, or no artificial colors. On the other hand, when asked to define organic, only one attribute – 100% organic ingredients – is selected by more than two-thirds of the population. Many fewer identify organic foods or beverages as having no chemical pesticides, no artificial flavors, no artificial preservatives, no additives, no artificial colors, or no chemicals.

Further, there is no difference in perception of natural versus organic benefits, such as better for family/children, better for the environment, better taste, or better nutrition (both types of products are equally perceived as providing these benefits).

Collectively, the organic industry needs to continue to educate consumers on what organic means, what sets it apart, and why such products are important. If consumers do not understand a difference or perceive benefits of organic, the (lack of) benefits will erode the market. While organic is a complex and potentially confusing topic for consumers, fundamentally it does deliver the benefits consumers seek – health and sustainability. Only with better communication and connection of benefits with needs will the organic industry continue to prosper.