Two-Thirds of All Shoppers Are Tricked by the Word ‘Natural’ at the Supermarket—Are You One of Them?

A recent Consumer Reports study shows that nearly two-thirds of shoppers are being misled to believe the label “natural” on food packages means more than it does — including that the foods are free of GMOs, hormones, pesticides or artificial ingredients. But the truth is, these foods often contain the ingredients and chemicals consumers are trying to avoid.

As an example, some “natural” shredded cheese contains natamycin, a pesticide. And “natural” fruit snacks can contain artificial preservatives like potassium sorbate and sodium benzoate. Consumers shouldn’t be misled in this way, and now there is a campaign to get the U.S. Food & Drug Administration either to fix the label “natural,” or ban it altogether. In response to a petition filed by Consumer Reports, the FDA is asking for public comment (through May 10, 2016) on what the word natural should mean on food packaging.

I had a chance to speak with Urvashi Rangan, the executive director of the Consumer Reports Food Safety and Sustainability Center, who is leading the organization’s fight for clearer food labeling, about the new study and campaign.

Reynard Loki: What’s the problem with the “natural” label on food products?

Urvashi Rangan: “Natural” is one of the most misleading labels that’s out on the marketplace. Year after year when we have asked consumers about what they think it means, they think it means more than it does. We have spent the last 15 years or so reading labels on foods. We’ve been educating people about what natural doesn’t mean for a really long time. We even give that information for free because we believe it’s a public service.

RL: In December, Consumer Reports conducted a national phone survey to assess consumer opinion regarding the labeling of food. What did you find?

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