(Washington, D.C. May 10, 2016) − The International Food Information Council (IFIC) Foundation has shared consumer attitudinal research and insights with the U.S. Food and Drug Administration (FDA) in comments on a proposed rule regarding the “use of the term ‘natural’ in the labeling of human food products.”

The comments conclude with recommendations:

With the wide variant of responses to describing the term “natural” by consumers, it is evident that consumers are confused and uncertain of what they are buying when purchasing a food labeled “natural.” In order to bring clarity and truth in advertising to the general public, it is apparent the term “natural” does need to be standardized. Transparency and truth in advertising are factors that enhance consumer trust in the government and food manufacturers. Clarity in labeling and terminology on products through standardization of terms like “natural” is a place to start.

The comments are based on findings from the 2016 Food & Health Survey. Click here to view them.

The International Food Information Council Foundation is dedicated to the mission of effectively communicating science-based information on health, nutrition and food safety for the public good. The IFIC Foundation is supported primarily by the broad-based food, beverage and agricultural industries. Visit http://foodinsight.org.