Consumers Do Not Trust Natural Product Labeling Systems, Mambo Sprouts Study Shows

Natural product consumers do not believe “natural” product labels, according to the 2011 Organic Consumer Survey Report, a recent survey by marketing and promotions firm Mambo Sprouts Marketing. Of the 1,000 consumers who participated in the study, a third were either “not very” or “not at all” trusting of existing natural labeling systems. Around 65% were very interested in a uniform standard for certification of natural or organic products, although most preferred an independent, nonprofit or US government organization to handle certification. Results of the study also showed an increasing interest in mobile and digital coupon promotions, as consumer interest in technology and on store-based coupons continues to grow and cost-conscious consumers see coupon use as the “new normal”. There also appears to be a continued commitment to health and wellness, and store brand organics have gone mainstream, with firm favorites including Whole Foods 365 Organics, Trader Joe’s and Kroger Private Selection Organic.