A new national consumer poll released by Instantly™ found that artificial ingredients in food products are a top concern for Americans and many do not trust large companies to produce all-natural alternatives.

The newly formed trade organization, Organic & Natural Health Association (Organic & Natural) hosted a panel discussion to advance an urgent conversation around defining "natural" at Supply Side West in Las Vegas on Tues., Oct. 7.

When looking at the rest of the world, the absence of additives and preservatives and low/no/reduced sugar drives the beverage category (whereas the U.S. market is driven more by natural claims). While there are some differences in which claims are more prevalent depending on region of the world, this focus on healthfulness truly is global.