Consumer Associations with the “All Natural” Food Label

ABSTRACT

“All natural” food labels have become increasingly popular in recent decades. Labels may communicate to consumers a level of food quality above that of unlabeled products. In April 2011, a nationally representative survey was conducted asking respondents to estimate the likelihood that they will increase purchasing in response to an “all natural” label on food products. The sample totaled 1,000 respondents, with 49% being male and 35% between the ages of 45 and 64. Demographic information includes gender, age, income, region, and education. Ordered logit models were used to estimate the likelihood of changes in purchasing based on the “all natural” label. This stated that intended behavior change was evaluated using the ordered logit estimates for nine products: beef, pork, poultry, ice cream, yogurt, cheese, milk, soft dairy products, and bread and bakery products. For all products, being male and having too little information at grocery stores decreased the likelihood of purchase. Conversely, those respondents, who associate the “all natural” label with no preservatives, perceived such products to have improved taste, improved nutritional value, and improved food safety increased the likelihood of purchase.

KEYWORDS:

• “All natural” food label
• consumer associations
• purchasing behavior

Notes

¹ While the USDA has a definition for “all natural” labels, the definition was not provided to the survey respondents. This study analyses “all natural” in broad general terms.

² While the proportions of the U.S. population were targeted, and the survey was conducted with quotas in place, researchers acknowledge deviations exist.