Nav: Home

Study finds consumers willing to pay more for 'all-natural' labeled foods

February 22, 2017

CHICAGO - A study published in the Journal of Food Science found that expectations of product quality, nutritional content and the amount of money consumers were willing to pay increased when consumers saw a product labeled "all-natural" as compared to the same product without the label.

Researchers at Ohio State University used virtual reality technology to simulate a grocery store taste-test of peanut butter. In one condition, consumers were asked by a server to evaluate identical products with only one being labeled all-natural. In the other, the server additionally emphasized the all-natural status of the one sample.

In the first condition, expectations of product quality and nutritional content increased, but not liking or willingness to pay additional for the all-natural product. However, expectations of product quality and nutritional content as well the amount of money subjects were willing to pay increased further when a virtual in-store server identified one of the peanut butters as being made with all-natural ingredients. This result was observed across a diverse group of subjects indicating the broad impact of the all-natural label.

Currently, the U.S. Food and Drug Administration (FDA) has not provided a clear definition of the phrases "natural" or "all natural", despite extensive use in U.S. product marketing. Prior research has indicated that consumers define "natural" primarily by the absence of "undesirable" attributes such as additives and human intervention, as opposed to the presence of specific positive qualities.

"We believe our findings provide sound, evidence-based guidance to the FDA and suggest the term natural be regulated so as to minimize consumer and manufacturer confusion over the term. This will serve to protect America's consumers and manufacturers by ensuring food labels convey accurate and non-misleading information," lead author of the study Christopher T. Simons, Ph.D., explained.
-end-
View the abstract in the Journal of Food Sciencehere.

About IFT

Founded in 1939, the Institute of Food Technologists is committed to advancing the science of food. Our non-profit scientific society--more than 17,000 members from more than 95 countries--brings together food scientists, technologists and related professionals from academia, government, and industry. For more information, please visit ift.org.

Institute of Food Technologists

Related Consumers Articles:

Should patients be considered consumers?
No, and doing so can undermine efforts to promote patient-centered health care, write three Hastings Center scholars in the March issue of Health Affairs.
Consumers choose smartphones mostly because of their appearance
The more attractive the image and design of the telephone, the stronger the emotional relationship that consumers are going to have with the product, which is a clear influence on their purchasing decision.
When consumers don't want to talk about what they bought
One of the joys of shopping for many people is the opportunity to brag about their purchases to friends and others.
As consumers, how do we decide what's 'best' when it's not clear?
Imagine you are choosing between two resorts for your island vacation.
Effects of ethnocentrism on consumers
Aitor Calvo-Turrientes, winner of the prize for End-of-Degree Project in Sustainability in 2015 awarded by the Faculty of Economics and Business of the UPV/EHU-University of the Basque Country in Vitoria-Gasteiz, is the author of the paper 'The valuation and purchase of food products that combine local, regional and traditional features: The influence of consumer ethnocentrism,' published recently by the prestigious journal Food Quality and Preference.
Organic consumers mean business
Groundbreaking research from Aarhus BSS shows that organic consumers are standing fast and are buying more and more organic products following an increasingly predictable pattern.
Perfect mannequins a turnoff for some consumers
Mannequins' long legs, tiny waistlines and perfect busts can sour some shoppers on the products they're wearing, especially consumers who don't like the look of their own bodies.
What's in a name? For young Chinese consumers, it's about culture mixing
Younger, more cosmopolitan Chinese consumers tend to favor brand translations that keep both the sound and the meaning of the original name, says U. of I. business professor and branding expert Carlos J.
Why do consumers participate in 'green' programs?
From recycling to reusing hotel towels, consumers who participate in a company's 'green' program are more satisfied with its service, finds a new study co-led by a Michigan State University researcher.
Consumers care about carbon footprint
How much do consumers care about the carbon footprint of the products they buy?
More Consumers News and Consumers Current Events

Best Science Podcasts 2019

We have hand picked the best science podcasts for 2019. Sit back and enjoy new science podcasts updated daily from your favorite science news services and scientists.
Now Playing: TED Radio Hour

Rethinking Anger
Anger is universal and complex: it can be quiet, festering, justified, vengeful, and destructive. This hour, TED speakers explore the many sides of anger, why we need it, and who's allowed to feel it. Guests include psychologists Ryan Martin and Russell Kolts, writer Soraya Chemaly, former talk radio host Lisa Fritsch, and business professor Dan Moshavi.
Now Playing: Science for the People

#538 Nobels and Astrophysics
This week we start with this year's physics Nobel Prize awarded to Jim Peebles, Michel Mayor, and Didier Queloz and finish with a discussion of the Nobel Prizes as a way to award and highlight important science. Are they still relevant? When science breakthroughs are built on the backs of hundreds -- and sometimes thousands -- of people's hard work, how do you pick just three to highlight? Join host Rachelle Saunders and astrophysicist, author, and science communicator Ethan Siegel for their chat about astrophysics and Nobel Prizes.