Most Americans know "naturally flavored" can still mean heavily processed
Core finding
Nearly half of Americans (46%) think a "naturally flavored" label means a product's flavoring is derived from natural products but may be highly processed, according to a May 2024 Verasight survey.
About a quarter (27%) take the label to mean the flavoring ingredients are minimally processed, and 19% say the phrase communicates nothing about the ingredients at all. The remaining 8% don't know or give another answer.
Topline distribution
Most Americans know "naturally flavored" can still mean heavily processed.
Please imagine that you are going grocery shopping and see on a food label that a product is “naturally flavored.” Which of the following best describes what you believe the label “naturally flavored” is communicating about what ingredients are used to flavor this product?
n = 1,000 · May 22–24, 2024 · MoE ±3.3%
Methodology
Full methodology →| Mode | Verasight panel recruited via random address-based sampling, random person-to-person text messaging, and dynamic online targeting |
|---|---|
| Population | US adults age 18+ |
| Field dates | May 22–24, 2024 |
| Base (unweighted) | 1,000 |
| Margin of error | ±3.3% |
| Module | Verasight AAPOR Omnibus Survey #2024-054 |
| Sponsor | Verasight |
| Weight variable | weight |
| Weighting targets | age, race/ethnicity, sex, income, education, region, metropolitan status |
Sources
- verasight-aapor-2024.tiiny.co
Please imagine that you are going grocery shopping and see on a food label that a product is “naturally flavored.” Which of the following best describes what you believe the label “naturally flavored” is communicating about what ingredients are used to flavor this product?
Cite this question
Verasight AAPOR Omnibus Survey #2024-054, fielded May 22-24, 2024, N=1,000 US adults age 18+, +/- 3.3%.