Some believe that when consumers purchase milk enriched with omega-3 fatty acids, they anticipate that this nutrient is derived from sustainable farming methods rather than from added substances. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3 than standard milk. Although Horizon’s milk includes “DHA algal oil” in its ingredients, it is still uncertain whether consumers would feel misled upon discovering that this algal oil is not subject to organic certification. According to Consumer Reports surveys, seven out of ten consumers believe that non-organic ingredients should not be permitted in organic products unless they are essential. The Post reports that USDA organic regulations permit various non-organic components, including agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives are unavailable, as well as minerals, cultures, enzymes, and glycerin.
This issue is not exclusive to Horizon milk; Costco’s Kirkland brand organic milk also includes an additive to enhance omega-3 levels: refined fish oil. Both brands are currently operating within legal guidelines. Moreover, Horizon’s omega-3 fortified milk has gained popularity, indicating that consumers may be open to milk supplemented with these ingredients, regardless of their awareness of their origins. Last year, Horizon’s fortified milk constituted 14% of all organic milk sales in the United States, with the DHA-enriched version priced approximately 30 cents more than the standard option.
In addition, the price of calcium citrate, magnesium, and zinc in relation to fortified products is also noteworthy. The presence of these nutrients in various food products, including dairy, has sparked consumer interest. As a result, the growing demand for omega-3 enriched milk and the inclusion of ingredients like calcium citrate, magnesium, and zinc reflects a broader trend in health-conscious consumer behavior. Thus, understanding the transparency of ingredients and their origins is crucial in shaping consumer trust and preferences in the organic dairy market.