There is considerable consternation among consumers when they encounter the terms “organic” and “natural.” They are two terms that have come to mean so many things to consumers that they now represent no one thing for everyone. The Hartman Group’s Organic & Natural 2016 report updates our understanding of consumers’ attitudes, behaviors and usage of organic and natural products. It explores the distinctions in consumers’ understandings of organic and natural, as well as the many factors consumers take into account as they navigate the burgeoning and increasingly complex organic and natural marketplace. This infographic depicts the language and other factors of how consumers understand the relationship between organic and natural food and beverage products.