The Natural Products Association (NPA; Washington, DC) said it saw a 30% increase in the number of NPA Natural Seal certifications in the last 90 days, since March. The four-year-old program certifies personal care and home care products considered to be natural and allows manufacturers to use the program’s Natural Seal on product packaging.
NPA says that now more than 1,100 products and ingredients carry the Natural Seal.
“American consumers want to buy natural, but they get confused at the store because everyone claims their products are natural,” said NPA’s executive director and CEO John Shaw. He said NPA’s Natural Seal can help consumers discriminate between products.
Cara Welch, PhD, NPA’s vice president and scientific affairs, added that the recent increase in certifications was driven by ingredient certifications. Currently, the program has certified 671 products and 454 ingredients.