Dive Summary:

• While many analysts and industry insiders have been weary of "all natural" labels recently, the numbers are beginning to catch up.
• In 2010, 14% of new products released had the label, down to 12% in 2012.
• While seemingly small, manufacturers are beginning to realize that "all natural" may not be the golden ticket that it used to be. 

From the article:

While not a huge shift, it is perhaps an indication that natural claims are not quite as sexy as they used to be,
she said.

“There is some consumer fatigue around ‘natural’, and we are starting to see companies home in on some more
specific claims instead.”