It’s widely accepted that consumers are more literate in food than ever before. However, as their literacy has grown, so has the complexity of language and claims around organic and natural. There is an intensification in consumer talk about the challenges of navigating foods that they can feel good about. Here is our language map that depicts the interconnections of the themes that consumers attribute to “organic” and “natural” as well as specific examples of how consumers understand these themes.  

Report: Organic & Natural 2016