Consumers Prefer ‘100% Natural’ Label Over ‘Organic’

July 3, 2009

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In a study of consumer opinions of marketing claims, survey respondents identified most with the “100 percent natural” claim, according to research conducted by the Shelton Group.

The EcoPulse survey found that 60 percent of Americans say they’re looking for greener products.

Consumers said they were searching for greener products mostly in the following three product categories:

Home cleaning products — 75 percent
Food and beverages — 65 percent
Personal care products (shampoo, lotion, etc.) – 55 percent

More survey results are available here. The survey was conducted in April and May among 1,006 consumers.

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Reader Comments

I definitely don’t want a product that says only “100% natural”. It’s been my experience that it’s those products that are NOT organic, for example, that use “100% Natural” to LOOK natural even if they’re not – and to me, that’s akin to greenwashing. And while we’re on it, I would like to see all companies label their products as having 100% biodegradeable surfectants, too. Impossible to go to Target and find any except for 1 or 2 shampoos that indicate their surfectants are biodegradeable.

L.A. | July 3rd, 2009

As a maple syrup maker in Vermont, I notice that the “organic” branding has not produced much in the way of an increase in demand/price.

One theory: many organic products on store shelves are perceived by non-cause-oriented consumers as being slightly inferior in taste or quality. Bananas is a good example, where the organic ones aren’t as flavorful, and most consumers aren’t thinking about the nature of the companies selling the tasty ones. This anti-branding may rub off on products that are indeed superior for their organic natures.

Tig Tillinghast | July 6th, 2009

To L. A. Shaklee’s shampoo products might be what you’re looking for. In addition,their household cleaning products are effective and cost efficient. The whole line of their goods has a reputable,well-researched and developed history. Check out http://www.shaklee.net/gael_lawlor

Gael Lawlor | July 8th, 2009