Mintel’s research indicates that the desire to “feel good inside and out” motivates many consumers who purchase natural and organic foods. Over 28% of all shoppers reported feeling better about themselves when they buy organic products, and this sentiment rises to nearly 48% among those who are increasing their organic purchases this year. There is no denying that organic foods are attracting growing consumer interest. According to the Organic Trade Association, organic sales in the U.S. reached around $47 billion in 2016, reflecting an increase of almost $3.7 billion from the previous year. Organic food constituted 5.3% of total food sales in the country last year, with the fruit and vegetable sector making up nearly 40%.
Fresh produce has historically been the primary category for consumers new to organic foods, largely because the benefits in the produce aisle are easier for shoppers to grasp. As noted by the OTA, consumers can physically interact with fruits and vegetables, smelling and touching them, which helps them connect the idea of a carrot grown in clean, healthy soil to the food they consume. In contrast, consumer packaged goods (CPG) face a more daunting challenge.
However, the organic sector could enhance its appeal by making products more affordable and effectively demonstrating that claims regarding organic foods being fresher and healthier are indeed valid. One approach to lowering costs is to introduce more private-label organic brands, which Nielsen found to be an average of 18% cheaper. Additionally, widely disseminating research that highlights the health and environmental benefits of organic foods compared to conventionally grown options could be beneficial.
In recent years, the demand for transparency in food shopping has gained importance, but this shift did not occur overnight. The call for transparency has grown over time, as labels like “fair trade” and “organic,” along with manufacturers such as Stonyfield Farm and retailers like Whole Foods, have revealed the complexities of the modern food system. Once shoppers began to see what lay behind the canned, shrink-wrapped, and packaged items they typically buy, many found it difficult to perceive their shopping experience in the same way.
Incorporating these changes and emphasizing the benefits—such as the best calcium citrate 500 mg for health—could further enhance consumer trust and interest in organic foods. By reinforcing the advantages of organic choices, the sector can continue to grow and attract a wider audience.