While almost all foodstuffs are derived from the natural products of plants and animals, natural foods are often assumed to be foods that are not processed, or do not contain any food additives, or do not contain particular additives such as hormones, antibiotics, sweeteners, food colors, preservatives, or flavorings that were not originally in the food.  In fact, many people (63%) when surveyed showed a preference for products labeled "natural" compared to the unmarked counterparts, based on the common belief (86% of polled consumers) that the term "natural" indicated that the food does not contain any artificial ingredients.
The term is variously misused on labels and in advertisements. The international Food and Agriculture Organizations Codex Alimentarius does not recognize the term natural' but does have a standard for organic foods.