Beech-Nut Nutrition Study Brings Clarity to the Meaning of 'Natural' Food

When it comes to food, 'natural' is a much-debated term, and not just in the U.S. What does it mean? What products can use it? A study conducted by Beech-Nut Nutrition's parent company, the Hero Group, in partnership with two European universities, helps to better define how consumers understand the definition.

Often vague and sometimes overstated in the food industry, the lack of a universally accepted description of what 'natural' means has often led to confusion among consumers. According to the findings of the study, people perceive a food product as natural depending on the origin of raw materials, the ingredients used and the level of processing.

The study, titled The importance of food naturalness for consumers: Results of a systematic review, conducted by Luisma Snchez-Siles (Hero Group), Sergio Romn (University of Murcia), and Michael Siegrist (ETH Zrich), reviewed 72 existing studies on the topic involving 85,000 consumers across 32 countries. It has been published online in the peer-review journal Trends in Food Science and Technology and will appear in the September print issue of the publication.

"We know that parents want to feed their children natural products, but are often confused by what that really means," says Beech-Nut Vice President of Marketing, Andy Dahlen. "In this study, we sought to help clarify the definition by pulling together the data on what consumers understand it to be."

According to the study, natural food is considered important to consumers, and products not perceived as such risk being left on store shelves and this trend is likely to continue for a long time. Despite its importance, the definition of 'natural' with regards to food varied across different countries and regions.

"While a number of studies have been conducted on the meaning of natural in food, this is the first review that has identified, analyzed, and integrated the literature on consumers' perceived meaning and importance of 'natural' food," says Michael Siegrist of ETH Zurich, one of the study authors. "The study is an important first step in aligning consumer expectations with those of the food industry."

The research highlights three categories that help us better understand the concept of natural:

1. Origin of Raw Materials. The origin of the food, including how it is grown and whether it is local
2. Ingredients Used. The use of ingredients that are free from artificial flavors and colors, preservatives, additives, hormones, pesticides, GMOs, etc.
3. Level of Processing. A minimal level of processing/a homemade approach

Products meeting these criteria are seen by consumers as healthy, eco-friendly and, 'in accordance with nature,' tasty, and fresh.

About Beech-Nut
Producing baby food since 1931, Beech-Nut Nutrition Company is committed to making delicious, wholesome, simply prepared real food for babies. Beech-Nut Nutrition is a wholly owned subsidiary of Hero AG of Lenzburg, Switzerland, a global leader in consumer goods and infant feeding.

About Hero Group
The Hero Group is an international food company focused on branded nutritional food products. The company was founded in 1886 in Lenzburg, Switzerland, where its headquarters are still located today. Hero's main core product categories of Baby & Toddler Food and Milks, Jams, and Healthy Snacks are complemented by its activities in the Decoration and Gluten-free product segments. The Group, which lives by its mission to Delight consumers by conserving the goodness of nature, boasts a global footprint and its portfolio consists of many well-known international and local brands. In 2016, the Group generated revenues of CHF 1.27 billion.

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SOURCE Beech-Nut

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