What is natural nowadays?

Natural – what is natural nowadays? So many cosmetic products have natural written all over them. Others use colour or images to suggest that they are natural. Even some foods have natural written on them but what does this really mean? Research seems to state that there are not any legal standards for what constitutes a natural food product. It seems to be the same rules for natural cosmetics. So why do producers use the word natural and how do we as consumers fall into their trap? Most of us want to be as healthy as possible, both inside and out but we’re not really sure how to do it. We hear the five a day rule for fruit and vegetables and we try and stick to it but often that is as far as our health knowledge goes. When we see something that suggests it is natural, either by writing the word natural on it or using packaging to indicate this we jump at it. As more and more manufacturers become aware of this marketing tool more and more products are being advertised as natural. In my opinion it won’t be long before all cosmetics have the word natural on them and all food products use packaging to suggest they are natural. Is this our mistake as consumers though? Are we misinterpreting the word natural? I don’t think so. For me natural means taken from a natural source with no modification, for example the ‘natural’ face wash could be made with oatmeal and milk, yet somehow when I go shopping I am drawn to the more natural looking products. Recently I have learnt that natural does not mean natural and I now base my purchasing decisions on other factors. Are you doing the same? I think manufacturers could be shooting themselves in the foot. As others learn that natural does not mean natural they too will purchase items for other reasons. There is also the thought that on some occasions we may not want natural. What if I want to buy something for a special occasion that has been modified to produce a better flavour or perhaps better results? What if the real natural product hasn’t helped reduce the redness of my spot or the natural wine doesn’t taste as good as the normal wine? Would I then opt for the product that doesn’t suggest it’s natural even though it may contain exactly the same ingredients as the product next to it with natural written all over it? Be careful manufacturers sometimes taking something too far can produce negative results!

Juliet Hollingsworth