Some consumers purchasing milk rich in omega-3 fatty acids expect that the nutrients are derived from sustainable farming practices rather than from added ingredients. Research indicates that milk from grazing cows contains up to 60% more omega-3 fatty acids compared to conventional milk. Horizon’s milk does list “DHA algal oil” among its ingredients, raising questions about whether consumers would feel misled if they discovered that the algal oil does not meet organic certification standards. According to Consumer Reports surveys, approximately seven out of ten consumers believe that non-organic ingredients should not be allowed in organic products unless they are absolutely necessary. The USDA’s organic regulations permit several 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 isolated to Horizon milk; for instance, Costco’s Kirkland brand organic milk also includes an additive, refined fish oil, to enhance its omega-3 content. Both companies are legally compliant with current regulations. Horizon’s omega-3 fortified milk has gained popularity, indicating that consumers are generally open to milk enriched with such ingredients, regardless of their awareness of the additives’ origins. In fact, Horizon’s fortified milk represented 14% of all organic milk sales in the United States last year, with the DHA-enriched variant priced about 30 cents higher than the regular version.
Interestingly, the market for fortified products doesn’t stop at milk. Rite Aid offers calcium citrate supplements that cater to health-conscious consumers seeking additional nutrients. As the demand for fortified foods continues to grow, it’s essential for consumers to remain informed about the ingredients in their products. The presence of additives like DHA algal oil and refined fish oil in popular brands reflects a broader trend where nutritional enhancement often blurs the line between organic and non-organic offerings.