Mintel’s research indicates that the notion of “feeling good inside and out” motivates many shoppers of natural and organic foods. Over 28% of consumers reported feeling better about themselves when purchasing organic products. This sentiment is even stronger among those who are increasing their organic purchases this year, with nearly 48% expressing this feeling. There is no doubt 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 constituted 5.3% of total food sales in the U.S., with the fruit and vegetable sector alone accounting for almost 40%.
Fresh produce has historically served as the initial category for consumers exploring organic options, largely because the benefits of organic produce are easier to grasp. The OTA notes that consumers can physically interact with fruits and vegetables, allowing them to connect the experience of seeing a carrot grow in clean, healthy soil to its consumption. In contrast, Consumer Packaged Goods (CPG) products face a more challenging path.
To enhance consumer appeal, the organic sector could focus on making products more affordable and effectively demonstrating the authenticity of claims regarding the freshness and health benefits of organic foods. One approach to reduce costs is to increase the availability of private-label organic brands, which Nielsen found to be, on average, 18% cheaper. Additionally, it would be beneficial to widely disseminate research findings that showcase the health and environmental advantages of organic foods over conventional options.
The demand for transparency in food shopping has grown significantly in recent years, a trend that has developed gradually. The push for transparency has been fostered over time by label claims such as “fair trade” and “organic,” along with the efforts of manufacturers like Stonyfield Farm and retailers like Whole Foods, who have opened up the realities of the modern food system. As consumers began to understand what lies behind the packaged products they frequently purchase, many found it challenging to view their shopping experiences in the same light again.
In this context, products like calcium citrate chewable supplements from Costco have also gained popularity, as consumers seek out items that align with their values of health and wellness. These products not only emphasize the importance of nutrition but also contribute to the overall trend of consumers making informed choices about what they put into their bodies. As the organic market continues to evolve, emphasizing affordability and transparency will be crucial in maintaining consumer trust and interest.