NPA Natural Seal Hits 1,200th Certification, Up 50 Percent in Just the Last Year

Natural Brands Increasingly Popular with U.S. Consumers, Manufacturers

Published Monday, March 4, 2013
by Mike Keaton


WASHINGTON, D.C. – The Natural Seal program led by the Natural Products Association (NPA) has hit a new milestone with the 1,200th certification of natural products and ingredients, according to data released today by NPA. The first and only natural certification in the United States, the Natural Seal helps millions of Americans identify personal care and home care products that are truly natural. Certified manufacturers can use the Natural Seal on their labels. Get a list of natural products and ingredients at TheNaturalSeal.org.

“The Natural Products Association is leading the trend toward natural in America. In today’s marketplace, many products claim to be natural when they’re not. How can shoppers be completely confident that the items they’re purchasing are truly natural? The solution is the Natural Seal,” said John Shaw, NPA executive director and CEO. “Nationwide, more and more people are making the choice to go natural for the products they buy. The Natural Seal helps them quickly and easily identify truly natural products for themselves and their loved ones.”

“We’ve been seeing brands both large and small apply for Natural Seal certification. As consumers and retailers are asking for natural products, manufacturers are stepping up to answer the call,” said Cara Welch, Ph.D., NPA senior vice president of scientific and regulatory affairs. “The growth in the program in just one year’s time has been phenomenal. It’s exciting to see the accelerating demand for natural products.”

Key facts:
  • 85,000+ stores nationwide carry products with the Natural Seal
  • 726 products and 485 ingredients have been certified natural
  • 91 companies offer NPA-certified products or ingredients
Consumers can find nearby retailers that sell natural products with the Natural Products Store Locator. NPA retail members are listed at NPAinfo.org/StoreLocator. NPA also offers a variety of resources at NPAinfo.org/Consumers.

Get instant certification updates from the Natural Seal on social media:
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 TheNaturalSeal.org.

Special Event: Natural Products Expo West attendees should plan to attend “Know Natural: Formulation for the NPA Natural Standard” on March 9 at 10 a.m. in Room #213A of the Anaheim Convention Center. Attend this technical session and learn how to formulate products to achieve the NPA Natural Seal. Topics include which ingredients are allowed and which are prohibited and how a product can be certified natural. NPA members can attend free; non-members for just $99. Find out more at NPAinfo.org/KnowNatural.