The design of promotional labels in the UK could be influenced by new findings in the US suggesting that consumers are increasingly interested in natural products.

According to the Eco Pulse 2011 survey by Shelton Group, 25 per cent of shoppers said the term '100 per cent natural' is most important to them when looking at food labels.

A similar 24 per cent highlighted '100 per cent organic', which 15 per cent wanted clarification that their product did not have any artificial flavours or preservatives.

However, many were wary of the word 'natural' on its own, as they were aware manufacturers do not need to meet any guidelines to claim this.

Packaging was also found to be important, as 43 per cent were keen for it to be recycled.

This follows a recent poll by The Integer Group and M/A/R/C Research, which demonstrated that one in four people are willing to pay more for a product if they think it will contribute to saving the environment.

Denny Bros Ltd, 01 July 2011