Research from Mintel indicates that the sentiment of “feeling good inside and out” drives many consumers to purchase natural and organic foods. Over 28% of all shoppers reported feeling better about themselves when they buy organic products. This figure rises to nearly 48% among those who are increasing their organic food purchases this year. It is evident that organic foods are gaining significant traction among consumers. In 2016, organic sales in the U.S. reached approximately $47 billion, reflecting an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Association (OTA). Organic foods represented 5.3% of total food sales in the country, with fruits and vegetables making up almost 40% of that share.
Fresh produce has long served as the entry point for consumers exploring organic options, largely because the benefits in the produce aisle are easier for people to grasp. Consumers can physically interact with fruits and vegetables, enabling them to draw a connection between the healthy soils where carrots grow and the nourishment they provide when consumed. In contrast, consumer packaged goods (CPG) face a more challenging task in gaining acceptance.
To better engage consumers, the organic sector could focus on making products more affordable and demonstrating that claims about organic foods being fresher and healthier are substantiated. One strategy for reducing costs involves offering more private-label organic brands, which Nielsen reports are, on average, 18% cheaper. Additionally, disseminating research that highlights the health and environmental benefits of organic foods compared to conventionally grown alternatives can be beneficial.
In recent years, transparency in food shopping has become increasingly important, a trend that has developed gradually over time. The push for transparency gained momentum as label claims like “fair trade” and “organic” became more prevalent, with manufacturers such as Stonyfield Farm and retailers like Whole Foods revealing insights into the modern food system. As consumers began to understand the realities behind the canned, wrapped, and packaged products they regularly purchase, many found it difficult to view their shopping experiences in the same light.
Moreover, consumers are also paying attention to products like calcium citrate supplements available on platforms like Amazon, reflecting a broader trend towards health-conscious shopping. As shoppers continue to prioritize health and wellness, the organic food sector may need to adapt further to meet these evolving consumer preferences, including the growing interest in supplements and their benefits.