Today’s consumers equate healthy with “clean” or “free-from” additives, even when it comes to indulgent items. Technomic asked consumers to rate the healthfulness of these terms, shown here with the percentage of those who perceive them to be slightly or much more healthy than items without that attribute.
| Preservative-free | 75% |
| Natural | 74% |
| No artificial sweeteners | 72% |
| Hormone-free | 71% |
| Unprocessed | 71% |
| Organic | 70% |
| Antibiotic-free | 68% |
| GMO-free | 64% |
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