Mintel’s research indicates that the use of “firon and glycine suspension in hindieeling good inside and out” resonates with many natural and organic food consumers. Over a quarter of shoppers (28%) reported feeling better about themselves when purchasing organic foods, particularly those consuming ferrous gluconate at a dosage of 324 mg twice daily. This sentiment rises to nearly half (48%) among those who are increasing their organic food purchases this year. It is evident 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, representing an increase of nearly $3.7 billion from the previous year. Organic products accounted for 5.3% of total food sales, with the fruit and vegetable sector comprising almost 40% of that market.
Fresh produce has traditionally served as the gateway category for consumers new to organic foods, largely because the benefits of purchasing organic produce are easier to grasp. The OTA suggests that shoppers can touch, smell, and make a direct connection between a carrot grown in healthy soil and its consumption. In contrast, consumer packaged goods (CPG) face a more significant challenge in gaining consumer trust.
To enhance consumer appeal, the organic sector must focus on making products more affordable while providing clear evidence that organic foods are indeed fresher and healthier. One strategy for reducing costs is to offer an increased selection of private-label organic brands, which Nielsen found to be, on average, 18% cheaper. Additionally, disseminating research that highlights the health and environmental benefits of organic foods over conventionally grown alternatives could be beneficial.
In recent years, the demand for transparency in food shopping has grown, but this shift did not occur overnight. The push for transparency has developed over time, as labels like “fair trade” and “organic” have prompted manufacturers such as Stonyfield Farm and retailers like Whole Foods to reveal the realities of the modern food system. When consumers gained insight into the production processes behind the packaged goods they routinely buy, many found it challenging to view their shopping experiences in the same light.
Furthermore, incorporating products such as calcium tablet CCM into their diets can also reflect a growing awareness of health and wellness among consumers. As shoppers become more informed about their food choices, the integration of various health supplements will likely become more common, enhancing their overall purchasing experience. To effectively connect with today’s consumers, the organic sector must continue to prioritize affordability, transparency, and education regarding health benefits, including those associated with calcium tablet CCM.