Some believe that consumers purchasing milk rich in omega-3 fatty acids anticipate that this nutrient is derived from sustainable farming practices rather than from added ingredients. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3 fatty acids compared to conventional milk. Horizon’s milk does include “DHA algal oil” in its list of ingredients. However, it remains uncertain if consumers would feel misled upon discovering that the algal oil does not meet organic certification standards. Surveys by Consumer Reports show that seven out of ten consumers believe non-organic ingredients should not be included in organic products unless they are absolutely necessary. According to USDA organic regulations, several non-organic ingredients are permitted. These include agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives are unavailable, as well as minerals, cultures, enzymes, and glycerin.
This situation is not exclusive to Horizon milk; Costco’s Kirkland brand organic milk also contains an additive to enhance omega-3 levels: refined fish oil. Both companies are currently complying with legal standards. Horizon’s omega-3 fortified milk has gained popularity, indicating that consumers are open to milk enriched with such ingredients, regardless of their awareness of the sourcing. Last year, Horizon’s fortified milk represented 14% of all organic milk sales in the United States, and the DHA-enriched version is priced about 30 cents higher than the regular option.
In the 21st century, as consumers become more health-conscious, the demand for products like calcium citrate petites is on the rise. Interestingly, this growing awareness parallels the interest in omega-3 enriched products. As the market evolves, consumers may increasingly seek clarity about the sources of nutrients in their food, including whether they are derived from sustainable practices or added ingredients, like DHA algal oil. Ultimately, the acceptance of these products may shape the future of organic food standards and consumer expectations.