A July 2014 survey of 2000 consumers in the United Kingdom Conducted by the market research company Canadean found that those aged 55 and older associate ‘natural’ products with a healthy lifestyle and diet. Survey results show that 38 percent of consumers aged 55 and over are looking for ‘natural’ food, and within that group 60 percent also describe themselves as seeking healthier food options. Catherine O’Connor, analyst at Canadean, says: “Older consumers often see ‘natural’ as a byword for ‘organic’, ‘healthy’, ‘fresh’ and ‘wholesome’. However, there are no regulatory criteria when it comes to the term ‘natural’, which leaves manufacturers more open to put the label ‘natural’ on their product.”