Study Reveals Significant Concern from Healthcare Professionals about 'Natural' Food Marketing

Online, January 22, 2010 (Newswire.com) - "Natural" may have been the most popular adjective on food labels in 2009, but the trend didn't impress healthcare professionals, according to a recent healthcare professional survey conducted by Pulse Health and Wellness Initiatives. The survey measured the attitudes of healthcare professionals toward the manufacturing and marketing of "natural packaged foods," including manufacturers' use of the word natural in labeling. This research was conducted among members of the HCPNetwork, Pulse's proprietary network of more than 20,000 practicing allied healthcare professionals who are on the front lines of nutrition education in the US.

The study's goal was to identify how healthcare professionals view manufacturers' natural claims in their marketing. The results of the survey revealed that 77% of Registered Dietitians do not advise their patients to select packaged foods labeled as natural because they don't believe the word is a meaningful destination. According to the results, overall nutritional profile is the most influential factor in driving healthcare professionals to recommend specific foods and beverages to consumers, while "natural" and "organic" labeling is the least influential factor in receiving a dietary recommendation. "Health care professionals are trying to make things simple and more understandable for consumers so that taking those first few steps towards a healthier lifestyle is simple," says Mike Collins, President and Executive Creative Director at Pulse. Furthermore, 98% of the healthcare professionals are concerned that manufacturers use the term natural irresponsibly and 93% feel strongly that the FDA should establish an official definition of natural and regulate how food manufacturers use the word on labeling and in advertising. The survey also found that artificial ingredients and processing are the most common factors in determining what products meet healthcare professionals' individual definitions of natural. Lastly, 91% of the healthcare professionals believe that the FDA should require manufacturers to disclose the use of genetically modified ingredients on food packaging. Linda Leikin, Pulse CEO, feels that it is "vitally important for healthy brands to listen to what these health influencers are saying, as consumers are turning to them more and more for nutritional advice."