When it comes to their food choices, consumers see natural as a global signifier of “better-for-you” products — products that are close to their original state, cuing a minimum of processing or synthetic ingredients. Often associated with packaged foods that are less processed, and with an absence of artificial ingredients, the presence of “all natural” on a label can cause shoppers to look at the ingredient list to help them understand what the term means and whether or not the product is right for them. For the most reliable data and deep insights into consumer motivations and behaviors for purchasing natural products, get The Hartman Group’s Organic & Natural 2018 report.