The Natural Products Expo West 2025 is scheduled to kick off on March 4, attracting a multitude of natural and organic brands eager to showcase their innovative products. This annual trade event, held at the Anaheim Convention Center in California, consistently draws over 65,000 attendees, reflecting the growing consumer interest in natural and organic offerings.

Despite this enthusiasm, a significant level of confusion remains among consumers regarding the definitions of “natural” and “organic.” A recent study conducted by the Acosta Group revealed that 40% of shoppers either believe that the two terms are synonymous or are uncertain about the distinction between them. “Education is needed to help people understand,” stated Kathy Risch, Senior Vice President of Shopper Insights and Thought Leadership at Acosta. “Natural and organic continue to be very relevant—they are growing. It’s still confusing, though,” she added.

“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.”

Risch emphasized that consumer education is essential, particularly because these products often come with a higher price tag. “If there’s hesitancy in understanding the value of natural or organic, then they’re not going to pay more for it,” she explained to The Food Institute.

Despite the aforementioned confusion, consumer interest in natural and organic products remains robust. Acosta’s survey indicated that 23% of shoppers reported an increase in their purchases of natural products over the past six months, while 22% sought more organic items. Additionally, approximately 59% of shoppers expressed that it is important for their products to be natural and/or organic. Notably, 89% of Gen Z and 85% of Millennials indicated that they have shopped for such items in the past six months.

Functional Benefits are Further Impacting the World of Snacks

Risch pointed out that functional benefits are increasingly influencing consumer choices in the snack category. “If you look at some of the [recent] candy bars with added protein or a salty snack with healthy ingredients, what’s interesting is these are approachable categories where people can still indulge but do so in a healthier way,” she noted. In 2025, consumers are showing a growing interest in healthier-for-you snacks, particularly nutrition bars.

“People are taking their health and wellness into their own hands,” Risch remarked, highlighting a shift towards more conscious consumer behavior.

Clean Label has Become a Major Selling Point

In response to consumer demand, manufacturers and retailers are prioritizing clean-label ingredients. Shoppers are increasingly scrutinizing ingredient lists and even utilizing health apps to identify the healthiest food and beverage products. Risch emphasized that the most important certification for brands revolves around clean-label items that contain no artificial ingredients. She anticipates that this clean-label trend will continue for the foreseeable future, encouraging brands to transparently communicate their healthy attributes on product packaging and through retail media, succinctly outlining product benefits.

“All of our data suggests that this (consumer interest in healthy items) is becoming less for show and more for genuine concern for their health,” Risch stated. “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,” added John Carroll, Acosta’s President of Digital Commerce and Advanced Analytics.

The Food Institute Podcast

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