Predicting how consumers perceive the naturalness of snacks: The usefulness of a simple index

For many consumers, it is important that food products be natural. Naturalness is a perceived property of food, but in the present study, we demonstrate that an objectively defined Food Naturalness Index (FNI) predicts perceived naturalness with a high degree of accuracy. A sample of 179 participants ranked 28 snacks, ranging from least natural to the most natural. Correlations on aggregated and individual levels suggest that perceived naturalness is strongly associated with the FNI. The food industry could therefore use the FNI to predict perceived naturalness during the product development phase of snacks, and it might also be a promising tool for regulating the use of naturalness claims in food marketing.