For years, health advocates have urged the public to read the ingredients and ignore the marketing. For years, consumers have ignored the health advocates.

But lo! It looks as if they’re finally listening.

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But Nielsen also created a separate category with its own, narrower criteria. For that category, market researchers took a closer look at ingredients, store placement (is it in the “Natural” aisle?), and the rest of the brand. Anything USDA-certified organic, for example, was in; anything with genetically modified organisms or artificial or synthetic ingredients was out. The growth in that narrower category was nearly triple the growth in the broader one, at 11.2 percent.