Increased Demand for Certified Natural Products: NPA

In the past three months, the Natural Products Association’s Natural Seal program, which certifies products as truly natural, has seen a 30 percent increase in the number of certifications it has provided. Now more than 1,100 products and ingredients carry the NPA’s Natural Seal, which helps American consumers identify natural personal care and home care products.

All NPA-certified products have been verified by an independent third-party auditor. Among other requirements, NPA-certified products are at least 95 percent natural — excluding water.

“American consumers want to buy natural, but they get confused at the store because everyone claims their products are natural. The fact is that many are not, so how do shoppers know for sure? The answer is the NPA Natural Seal,” said John Shaw, NPA executive director and CEO. “All across the country, people are making the choice to go natural in the products they buy for home care and personal use. The Natural Seal helps them easily find truly natural products for themselves and their families.”

The recent increase in certifications was driven by natural ingredient certifications, explained Cara Welch, NPA vice president of scientific and regulatory affairs. “Manufacturers are seeking to get their ingredients certified natural as a way to appeal to consumers, especially when retailers ask for products certified natural by NPA,” she added.

NPA member Peggy Ranger, owner of Peggy’s Natural Foods in Stuart, Fla., sells products that carry the Natural Seal. “In my store, there’s been a spike in requests for natural products. I’m seeing more interest in items with the Natural Seal as I’ve marketed them more to my customers. The Natural Seal helps products stand out on my store shelves, and I’m glad to see more of them in the marketplace,” Ranger said.

More than 85,000 stores sell certified products with the Natural Seal. To date, 671 products and 454 ingredients have been certified natural.

NPA-certified products use natural ingredients from a source found in nature, avoid ingredients with health risks, don’t use animal testing and emphasize biodegradable or recycled material in the packaging. The Washington-based trade association also requires 100-percent natural fragrances and colorants for personal care products. A list of requirements for each certification is online.