When it comes to their food choices, consumers see natural as a global signifier of “better-for-you” products. These are products that are close to their original state and are often associated with packaged foods that are less processed and void of artificial ingredients. The presence of “all natural” on a label can cause shoppers to look at the ingredient list to help them understand what the term means and whether or not the product is right for them, according to the Organic & Natural 2018 report from The Hartman Group, Bellevue, Washington.