More shoppers buying 'natural' food, yet most don't know what it means

More shoppers buying 'natural' food, yet most don't know what it means:
"The U.S. has a confused consumer epidemic — more shoppers are seeking foods labeled "natural" despite not fully understanding what the claim means.
The percentage of people who regularly buy food labeled natural has grown from 59% in 2014 to 62% in 2015, yet confusion abounds, according to research out Wednesday from Consumer Reports. The study shows the majority of people don't know what they're paying for when it comes to natural labels. 
At the same time, pressure is mounting to define a term that's never been legally regulated.
At least 60% of people believe a natural label means packaged and processed foods have no genetically modified organisms, no artificial ingredients or colors, no chemicals and no pesticides, according to the study by Consumer Reports. 
And 45% think that natural is a verified claim. 
It's not.
In fact, none of those attributes is necessarily true, because use of the word is not regulated. At least, not yet.
The report comes as the Food and Drug Administration takes a closer look this year at how the term is used, whether it should be defined and how.
A public comment period is taking place through May 10, according to the FDA site."