Will U.S. Consumers Pay More for Natural Claims – Leatherhead

Originally Published: April 21, 2014
Last Updated: August 3, 2020
Click on the chart above for an enlarged version. Chart courtesy Leatherhead Food Research

Do ‘natural’ claims cut the mustard?—Leatherhead Food Research (July 30, 2013) This is a link to request the white paper from Leatherhead Food Research.

(April 21, 2014—Global Food Forums, Inc.) A 2013 white paper “Do “natural” claims cut the mustard?” by Leatherhead Food Research suggests that “natural claims” may be devaluing the meanings of specific claims. Its survey of 500 US consumers shows they do not strongly differentiate between claims like “natural,” “organic” and “locally sourced.” Results show that 49% are willing to pay “slightly,” “somewhat” or “quite a bit more” for an organic product while 59% said they would pay the same for a product claiming to be “natural.”