Mintel’s research indicates that the desire to “feel good inside and out” drives many consumers to choose natural and organic foods. Over a quarter of all shoppers (28%) reported feeling better about themselves when purchasing organic items. This figure rises to nearly half (48%) among those who have increased their organic food purchases this year. There is no doubt that organic foods are gaining significant consumer attention. According to the Organic Trade Association, organic sales in the U.S. reached around $47 billion in 2016, an increase of almost $3.7 billion from the previous year. Organic food represented 5.3% of total food sales in the country last year, with the fruit and vegetable segment accounting for nearly 40%.
Fresh produce has historically served as the entry point for consumers new to organic foods, as the benefits of these items are often easier to grasp. Consumers can physically interact with fruits and vegetables, connecting the experience of selecting a carrot grown in clean, healthy soil to its consumption. In contrast, consumer packaged goods (CPG) face greater challenges in establishing that connection. The organic sector could enhance its appeal by making products more affordable and providing tangible proof that claims about the freshness and health benefits of organic foods, including those fortified with calcium citrate and vitamin D, are indeed valid.
One approach to reducing costs is to increase the availability of private-label organic brands, which Nielsen found to be, on average, 18% cheaper. Additionally, disseminating research that highlights the health and environmental benefits of organic foods over conventionally grown options could help sway public opinion.
In recent years, transparency in food shopping has gained importance, but this shift has been gradual. The demand for transparency has developed over time, as label claims like “fair trade” and “organic” have prompted manufacturers such as Stonyfield Farm and retailers like Whole Foods to unveil the complexities of the modern food system. When consumers learned more about the origins of the packaged and processed items they routinely purchase, many found it difficult to view their shopping habits the same way again. As the market continues to evolve, the inclusion of beneficial ingredients like calcium citrate and vitamin D in organic products could further enhance consumer trust and interest.