NPA Natural Seal Popularity Soars with American Consumers, Manufacturers

Jack Mans, Plant Operations Editor

January 29, 2014

3 Min Read
NPA Natural Seal Popularity Soars with American Consumers, Manufacturers

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onsumers and natural products manufacturers are flocking to the 4-year-old Natural Seal program overseen by the Natural Products Association (NPA), which certifies products as truly natural and lets manufacturers use the Natural Seal on their labels, according to new data released today by NPA. The first and only natural certification in the U.S., the Natural Seal helps millions of Americans identify personal care and home care products that are truly natural.

NPA announced a 30 percent increase since March in the number of certifications it has provided, and said that the recent sharp rise in certifications means that more than 1,100 products and ingredients now carry the popular Natural Seal. Get a list of certified natural products and ingredients at

"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."

"We're excited to see more companies embracing the Natural Seal. It shows that our marketing and public outreach campaigns are really paying off," said Cara Welch, Ph.D., NPA vice president of scientific and regulatory affairs. "The increase in certifications during such a short period of time was driven by natural ingredient certifications. 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."

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."

Key facts:
•85,000+ stores carry products with the Natural Seal
•671 products and 454 ingredients have been certified natural
•76 companies offer NPA-certified products or ingredients
Consumers can find local retailers that sell natural products with the Natural Products Store Locator. NPA retail members get listed at NPA also offers a wealth of resources at
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. NPA offers discounts on certification for products formulated with NPA-certified ingredients. Manufacturers and suppliers can apply for natural certification at

Natural Products Association
The Natural Products Association (NPA), founded in 1936, is the largest and oldest nonprofit organization dedicated to the natural products industry. NPA represents over 1,900 members accounting for more than 10,000 locations of retailers, manufacturers, wholesalers and distributors of natural products, including foods, dietary supplements, and health/beauty aids. As the leading voice of the natural products industry, the NPA's mission is to advocate for the rights of consumers to have access to products that will maintain and improve their health, and for the rights of retailers and suppliers to sell these products. Visit

About the Author(s)

Jack Mans

Plant Operations Editor

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