Natural Products Expo West 2025 is set to begin on March 4, with hordes of natural and organic brands set to show off their wares. Interest in natural and organic products is reflected by the more 65,000 attendees that regularly flock to the Anaheim (Calif.) Convention Center for the trade event.
However, consumer confusion regarding natural and organic products persists, according to a new Acosta Group study, which revealed that 40% of shoppers believe the terms “natural” and “organic” mean the same thing or aren’t sure of the difference.
“Education is needed to help people understand,” said Kathy Risch, Acosta’s Senior VP, Shopper Insights and Thought Leadership. “Natural and organic continue to be very relevant – they are growing. It’s still confusing, though.
“When it comes to what’s natural and what’s organic, there’s a good portion, and majority [of consumers] that are still somewhat confused at the difference.”
“That’s something that requires a lot of education, because of the value proposition, and the fact that consumers often have to pay more for these products,” Risch told The Food Institute. “If there’s hesitancy in understanding the value of natural or in organic then they’re not going to pay more for it.”
That confusion aside, consumer interest in natural and organic products appears strong. Acosta’s recent survey revealed that 23% of shoppers have reported shopping for more natural products in the past 6 months, and 22% shopped for more organic items.
Acosta found that roughly 59% of shoppers think it’s important for their products to be natural and/or organic. Another key finding from Acosta’s survey of 1,521 shoppers: 89% of Gen Z and 85% of Millennials said they shopped for these items in the past six months.
Below, Risch notes other intriguing findings from Acosta’s latest research.
Functional Benefits are Further Impacting the World of Snacks
“If you look at some of the [recent] candy bars with added protein, or a salty snack with either protein or healthy ingredients, what’s interesting is these are approachable categories where people can still indulge but get to do it in a bit of a healthier way,” Risch said.
The industry analyst added that, in 2025, many consumers are increasingly interested in healthier-for-you snacks like nutrition bars.
“People are taking their health and wellness into their own hands,” Risch noted.
Clean Label has Become a Major Selling Point
Manufacturers and retailers continue to make clean-label ingredients a priority, to meet consumer demand. Meanwhile, shoppers are closely monitoring ingredient lists – even downloading health apps to aid the process – to determine which F&B products are the healthiest.
In light of that, Risch feels the most important certification for brands hearkens back to clean-label items that have no artificial ingredients. The industry analyst – who envisions “this clean-label push continuing” for the foreseeable future – feels brands should note their healthy aspects transparently on product packaging and use retail media to concisely explain product benefits.
“All of our data suggests that this (consumer interest in healthy items) is becoming less for show and more for true concern for their health,” Risch said.
“This is the time for natural and organic brands and retailers to build direct connections with consumers, informing them of the facts and benefits of the products, dispelling misperceptions, and driving trial and loyalty,” said John Carroll, Acosta’s President, Digital Commerce and Advanced Analytics.
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