Research from Mintel indicates that the concept of “feeling good inside and out” drives many consumers to choose natural and organic foods. Over 28% of shoppers reported feeling better about themselves when purchasing organic products. This sentiment is even stronger among those who are buying more organic items this year, with nearly 48% expressing this feeling. There is no denying that organic foods are gaining traction among consumers. According to the Organic Trade Association, organic sales in the U.S. reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. Organic foods represented 5.3% of total food sales in the country, with the fruit and vegetable segment making up nearly 40%.
Fresh produce has long been the gateway for consumers exploring organic options, as the benefits in this category are often easier to comprehend. The OTA noted that consumers can physically interact with fruits and vegetables, enabling them to connect the dots between a carrot grown in healthy, clean soils and its consumption. In contrast, consumer packaged goods (CPG) face a more significant challenge in gaining consumer trust.
However, the organic sector could enhance its appeal by making products more affordable and demonstrating that claims of organic foods being fresher and healthier are valid. One strategy to reduce costs is to introduce more private-label organic brands, which Nielsen found to be, on average, 18% cheaper. Another approach is to disseminate research findings that highlight the health benefits and environmental advantages of organic foods compared to conventionally grown items.
In recent years, the demand for transparency in food shopping has gained momentum, but this shift has not occurred overnight. The yearning for transparency has developed over time, fueled by label claims like “fair trade” and “organic.” Brands such as Stonyfield Farm and retailers like Whole Foods have shed light on the complexities of the modern food system. As consumers became aware of the realities behind the canned, shrink-wrapped, and packaged goods they regularly purchase, many found it challenging to view their shopping experiences the same way again.
Furthermore, just as rosuvastatin and calcium citrate have become well-known for their health benefits, organic foods can similarly position themselves as essential components of a healthier lifestyle. By emphasizing the advantages of organic options, such as the potential for better health outcomes, the organic sector can further engage consumers. The ongoing commitment to transparency and affordability will be crucial for organic foods to maintain their growing consumer interest in the years to come.