Older consumers equate 'natural' with 'healthy'

For many older consumers, seeing the word ‘natural’ on a food label tends to make them think it’s more healthy, new research from Canadean shows.

“Older consumers often see ‘natural’ as a byword for ‘organic’, ‘healthy’, ‘fresh’ and ‘wholesome’,” said Catherine O’Connor, Canadean analyst.

“However, there are no regulatory criteria when it comes to the word ‘natural’, which leaves manufacturers more open to put the label ‘natural’ on their product.”

A survey of 2000 consumers in the UK found that 55% of those aged 55+ are looking for ‘natural’ food choices. Of those seeking ‘natural’ foods, 60% said they also want healthier food options.

In contrast to general terms like ‘natural’, products bearing the descriptor ‘organic’ must be certified as having been produced using organic farming methods. Similarly, for a product to claim to be ‘healthy’, it must have a reduced quantity of unhealthy ingredients - for instance, using natural sweeteners in place of sugar or having a reduced saturated fat content.

“When we asked consumers about their dietary habits, we purposely avoided defining the term ‘natural’, meaning that the respondents were defining it for themselves,” said O’Connor.

“The resulting overlap in the use of the terms ‘natural’ and ‘organic’ proves that many consumers are confused about the exact meaning of those labels.”

O’Connor says many older consumers also associate ‘natural’ foods with quality.

“Products marketed as ‘natural’ are currently more successful among older consumers than products featuring more explicit health claims. This is because older consumers think that ‘natural’ products are made with care and craftsmanship, whereas they fear that foods marketed around health alone may involve a sacrifice in taste that they are not eager to make.”