The misuse of “natural” claims on food products and how they can influence perceptions of naturalness and healthiness

“Natural” claims are increasingly common in Swiss and global food markets. However, the term “natural” lacks a clear definition in the food industry, leading to potential consumer misinterpretation due to its positive associations with health. This article addresses two key questions: (a) Are products labeled as “natural” more natural? and (b) Does the label influence consumers' perceptions of naturalness and healthiness? Two separate studies were conducted. In the first one, 121 food items from the most popular food categories with a “natural” claim available on the Swiss food market from 2019 to 2023 were analyzed using the Food Naturalness Index (FNI) ( Sanchez-Siles et al., 2019 ), then compared to foods that did not have a “natural” label. The majority of products with a “natural” label had significantly higher average FNI scores than non-labeled products. However, some of them had low FNI scores, suggesting potential misalignment with consumer expectations of naturalness. In the second study, an online experiment with 373 Swiss consumers assessed their perceptions of the naturalness and healthiness of 10 labeled and non-labeled products. Products with a “natural” claim were generally perceived as more natural and healthier. Mediation analysis confirmed that perceived naturalness fully explained the effects of the “natural” claim on perceived healthiness for two products. These findings suggest that consumers rely on heuristic cues from “natural” claims rather than objective product information, such as ingredient lists. This may lead to biased judgments and highlights the need for clearer guidelines to regulate the use of “natural” claims and protect consumers' trust. • “Natural”-labeled products generally had higher scores for naturalness. • Misuse of “natural” claims were found in some products with low naturalness scores. • Consumers perceived “natural”-labeled products as both more natural and healthier. • Consumers rely on “natural” claims over objective information, leading to biased judgments. • Guidelines are needed to regulate “natural” claims and protect consumer trust.