I’ve written repeatedly about the problem of “natural” on food labels, but the issue just doesn’t go away. It won’t, until the FDA decides to rule on what it means.
Now Consumer Reports has done a survey of public understanding of the term.
The survey reveals that 62% of respondents want foods to be “natural.” When they see the claim on a food package, they believe it has been verified independently. Oops.
They also believe that “natural” means no artificial ingredients (correct, according to the FDA’s non-definition) or GMOs (incorrect). The survey confirms the idea that many people think “natural” is the same as “organic,” which it is not.
Consumers, says Consumer Reports, are naturally confused. And why wouldn’t we be, given the products labeled as “natural” (see the examples collected by Consumer Reports).
The FDA is currently collecting its own comments on this issue. You can weigh in until May 15. Please do.