Consumers are less willing to pay for the organic label and instead are seeking out natural, less-processed foods at restaurants and grocery stores, according to The Hartman Group. "Organic is important, but it really comes down to ingredient lists more and more. Consumers really want fresher, less processed, more natural foods, and the more that ingredient list is clean, … the more enthusiasm consumers will have," said senior research analyst Amy Sousa.
Report: Consumers crave less-processed food, organic less important
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