The Natural Products Expo West 2025 is poised to commence on March 4, attracting a diverse array of natural and organic brands eager to showcase their offerings. This esteemed trade event, held annually at the Anaheim Convention Center in California, typically draws over 65,000 attendees, underscoring the growing consumer interest in natural and organic products.

Despite this enthusiasm, a recent study by the Acosta Group highlights a significant level of consumer confusion surrounding the definitions of “natural” and “organic.” The study found that 40% of shoppers either equate the two terms or are uncertain about their differences. “Education is needed to help people understand,” remarked Kathy Risch, Acosta’s Senior Vice President of Shopper Insights and Thought Leadership. “Natural and organic continue to be very relevant and are on the rise, yet there remains a considerable amount of confusion regarding their distinctions.”

“When it comes to what’s natural and what’s organic, a significant portion of consumers is still somewhat confused about the differences.”

Risch further emphasized the importance of consumer education, particularly given the premium often associated with natural and organic products. “If there’s hesitancy in understanding the value of natural or organic, then consumers may be reluctant to pay a higher price,” she explained to The Food Institute.

Despite the lingering confusion, consumer interest in natural and organic products remains robust. Acosta’s recent survey revealed that 23% of shoppers reported an increase in their purchases of natural products over the past six months, while 22% indicated a similar trend for organic items. Furthermore, approximately 59% of shoppers believe it is important for their products to be natural and/or organic. Notably, the survey showed that 89% of Gen Z consumers and 85% of Millennials had sought out these products in the past six months.

Functional Benefits are Further Impacting the World of Snacks

Risch noted additional intriguing findings from Acosta’s research, particularly regarding the growing demand for healthier snack options. “If you look at some of the recent candy bars with added protein or salty snacks infused with healthy ingredients, these categories allow consumers to indulge while making healthier choices,” she said. As we move into 2025, many consumers are increasingly turning to healthier snack options, such as nutrition bars.

“People are taking their health and wellness into their own hands,” Risch observed.

Clean Label has Become a Major Selling Point

In response to evolving consumer preferences, manufacturers and retailers are prioritizing clean-label ingredients to meet demand. Shoppers have become more vigilant about scrutinizing ingredient lists, with many utilizing health apps to help identify the healthiest food and beverage products. Risch believes that the most critical certification for brands aligns with clean-label standards, particularly those free from artificial ingredients. She anticipates that this clean-label trend will persist into the foreseeable future, urging brands to transparently communicate their health-focused attributes on product packaging and leverage retail media to effectively convey product benefits.

“All of our data suggests that consumer interest in healthy items is becoming less about marketing buzz and more about genuine concern for health,” Risch stated.

“This is an opportune moment for natural and organic brands and retailers to forge direct connections with consumers. By educating them about the facts and benefits of their products, dispelling misconceptions, and encouraging trial and loyalty, brands can capitalize on this growing interest,” suggested John Carroll, Acosta’s President of Digital Commerce and Advanced Analytics.

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