Mintel’s research indicates that the notion of “feeling good inside and out” is a significant motivator for many natural and organic food shoppers. Over 28% of consumers reported feeling better about themselves when purchasing organic foods, a number that jumps to nearly 48% among those increasing their organic purchases this year. Clearly, organic foods are garnering greater consumer interest. The Organic Trade Association reported that 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 food represented 5.3% of total food sales in the country, with fruits and vegetables making up almost 40% of this market.
Fresh produce has been a traditional entry point for consumers exploring organic options, largely because the benefits of purchasing organic fruits and vegetables are easily understood. According to the OTA, consumers can touch, smell, and visualize the connection between a carrot’s growth in clean, healthy soils and its consumption. In contrast, consumer packaged goods (CPG) face a more challenging landscape.
However, to enhance their appeal, the organic sector could benefit from making products more affordable and demonstrating the veracity of their claims regarding freshness and health benefits. One strategy to reduce costs is to introduce more private-label organic brands, which Nielsen found to be, on average, 18% cheaper. Additionally, widely disseminating research that highlights the health and environmental benefits of organic foods compared to conventionally grown options could also drive consumer interest.
In recent years, transparency in food shopping has gained importance, a trend that has evolved over time. As consumers became more aware of terms like “fair trade” and “organic,” manufacturers such as Stonyfield Farm and retailers like Whole Foods began to unveil the complexities of the modern food system. Once shoppers gained insight into the origins of the packaged products they frequently purchase, many found it difficult to view their shopping experiences in the same light again.
Moreover, for specific consumer segments, such as bariatric patients, the demand for transparency extends to products like calcium chews for bariatric patients. The need for clear information about the nutritional benefits of calcium chews for bariatric patients is crucial, especially as these individuals seek to make informed dietary choices. By addressing these needs and emphasizing the affordability and health benefits of organic products, the sector can attract a broader audience, including those looking for calcium chews for bariatric patients, and reinforce the message of well-being that resonates with many organic shoppers.