Natural Products Association Sets Standard for Natural in Home Care Products

Group Aims to Curb Misleading Use of 'Natural'

WASHINGTON Feb. 11 /PRNewswire-USNewswire/ -- As demand for natural products continues to rise, the Natural Products Association (NPA) is extending its natural seal and standard to include home care products, such as household cleaners, laundry detergents, concentrated and ready-to-use hard surface cleaners.  

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Until now, there was no standard definition of the term "natural" used by the home care industry. Now, an easily identifiable seal will help consumers discern which products are natural. Shoppers can expect the seal to begin appearing on certified home care products in the coming months.

"A number of products that are mainly synthetic are being positioned as natural. This leads to significant consumer confusion about the category and products people are choosing," said Daniel Fabricant, Ph.D., vice president of scientific and regulatory affairs at the NPA. "To provide the consumer peace of mind in the marketplace, the new natural standard for home care will inject integrity into natural for the person who matters most, the consumer" he said.

The standard comes amidst growing consumer confusion about what makes a product natural. A recent national survey* found that natural ingredients are important to consumers and that there should be standards:

• 78% of those surveyed said there should be regulations/standards for natural home care products
• 72% believe it's important that ingredients in home care products are natural
• 73% are more likely to purchase a home care product if they knew it was certified as natural

The Natural Certification Program and Seal of Approval:

Under the new program, products must follow strict guidelines set out by the NPA to merit bearing the seal. The criteria include, but are not limited to: 

• Product must be made up of at least 95 percent truly natural ingredients or ingredients that are derived from natural sources, excluding water
• No ingredients with any suspected human health risks
• No processes that significantly or adversely alter the natural ingredients
• Ingredients that come from a purposeful, natural source (flora, fauna, mineral)
• Processes that are minimal and don't use synthetic/harsh chemicals
• Non-natural ingredients only when viable natural alternative ingredients are unavailable and only when there are absolutely no suspected potential human health risks
• Transparency and full disclosure of ingredients

The full set of criteria can be found on the Natural Products Association website at http:///www.TheNaturalSeal.org.  A sheet of FAQs about the program follows this release.

The formation of the home care standard is the second of its kind from the NPA. In May 2008, the NPA established a standard and seal for natural personal care products, such as lotions, balms and shampoos.  More than 340 products have currently been approved and certified.  

The NPA standard is science-based and was developed by a team of experts from the association as well as natural products manufacturers and retailers.  The advisory panel drew from a variety of sources, including relevant international standards, third-party organizations, existing research, and years of experience in the field.  Advisors to the association are the leading natural home care suppliers, manufacturers and retailers, including Green Works natural cleaners®, Seventh Generation®, J.R. Watkins®, Cognis®, Trilogy Fragrances®, Aubrey Organics®, Eco-Me®, PCC Natural Markets® and Sun & Earth®.

The Natural Products Association (NPA), founded in 1936, is the largest and oldest non-profit organization dedicated to the natural products industry. The Natural Products Association represents more than 10,000 retailers, manufacturers, wholesalers and distributors of natural products, including foods, dietary supplements, and health/beauty aids.

Other Information

Frequently Asked Questions

http://www.npainfo.org/index.php?src=faq&category=Natural%20Certification%20Program%20for%20Home%20Care%20Products

High Resolution Seal

www.NaturalProductsAssoc.org/Home_Care_Products_High_Resolution_Seal

Natural Products Association Natural Standard for Home Care Products - FAQs

Details on the process for certifying products as natural through the Natural Certification Program for Home Care Products available at NPA Natural Standard for Home Care Products

* Based on a national online survey of 1,002 consumers with partner Braun Research on Sept. 17, 2009, about natural home-care products. The findings have a margin of error of +/- 3 percentage points at the 95% confidence level.

SOURCE Natural Products Association