Consumers older than 55 prefer foods with a "natural" label, rather than "organic," as the demographic becomes wary of overly-processed foods and seek healthier options, according to a report from Canadean. "[O]lder consumers think that 'natural' products are made with care and craftsmanship, whereas they fear that foods marketed around health alone may involve a sacrifice in taste that they are not eager to make," Canadean Analyst Catherine O'Connor said.

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