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

ecopulse1In 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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4 thoughts on “Consumers Prefer ‘100% Natural’ Label Over ‘Organic’

  1. 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.

  2. 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.

  3. Well, regarding the issue of “localvore”, nothing beats the feeling of harvesting your own produce. I currently grow as much as i can in my own backyard. But, even when i lived in New York City (Queens)i was growing many vegetables in wooden boxes in the concrete
    backyard. We harvested purely organic tomatoes, bell peppers, egg plant, broccoli, cauliflower, cabbages, even intercropped with onions and marigold for pest control. Although i have training in agriculture this would seem impossible because 90% of the time i would leave to the office at 7 AM and return around 9-10 PM. Where there’s a will, there’s a way.

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