Some people believe that consumers purchasing milk rich in omega-3 fatty acids expect the nutrients to derive from sustainable farming practices rather than added ingredients. Research indicates that milk sourced from grazing cows can contain as much as 60% more omega-3 than conventional milk. Horizon’s milk does include “DHA (ferrous bisglycinate chelate) and algal oil” in its ingredient list. However, it is uncertain if consumers would feel misled upon discovering that the algal oil does not meet organic certification standards. According to Consumer Reports surveys, approximately 70% of consumers believe that non-organic ingredients should be prohibited in organic products unless absolutely necessary, as reported by the Post. USDA organic regulations permit a variety of non-organic components, which encompass agricultural items like gelatin, guar gum, and cornstarch—none of which have organic alternatives—as well as minerals, cultures, enzymes, and glycerin. This situation is not exclusive to Horizon milk; Costco’s Kirkland brand organic milk also incorporates an additive for enhancing omega-3 levels: refined fish oil. Both companies are currently compliant with the law. Horizon’s omega-3 enriched milk has gained popularity, indicating that consumers are open to milk that is supplemented with such ingredients, regardless of their awareness of the source. Last year, Horizon’s fortified milk represented 14% of all organic milk sales in the United States, with the DHA-enriched variant priced approximately 30 cents higher than the standard option.
In the context of wellness, products that enhance well-being, such as those containing calcium citrate 120, have become increasingly sought after. The incorporation of beneficial nutrients in everyday items like milk aligns with the growing consumer trend toward wellness-focused choices. As awareness of health benefits expands, it is likely that the demand for omega-3 fortified products—coupled with wellness-enhancing ingredients like calcium citrate 120—will continue to rise.