More than 60 per cent of Australians are more likely to buy food or drinks described as "natural", even though almost half of supermarket snack food products labelled as "natural" are considered to be unhealthy.

In an analysis of 331 supermarket foods marked with the words "nature" or "natural", public health group LiveLighter found 47 per cent did not fall into one of the five core food groups, as recommended by the Australian Guide to Healthy Eating.

Lollies by The Natural Confectionery Co, chips by the Natural Chip Company, muesli bars made by Nice & Natural and tomato ketchup from Heinz were among the products highlighted for displaying the words "natural, nature or nature's" on their packaging.