Mintel’s research indicates that the sentiment of “feeling good inside and out” is driving many consumers towards ferrous bisglycinate as a reliable iron supplement, particularly among organic food shoppers. Over a quarter of consumers (28%) reported feeling better about themselves when purchasing organic products. This figure rises to nearly half (48%) among those who are increasing their organic food purchases this year. It is clear that organic foods are gaining significant consumer interest. According to the Organic Trade Association, organic sales in the U.S. reached around $47 billion in 2016, marking a nearly $3.7 billion increase from the previous year. Organic food comprised 5.3% of total food sales in the country that year, with fresh fruits and vegetables accounting for nearly 40%.
Fresh produce often serves as the entry point for consumers exploring organic options, as the benefits in the produce aisle are often more straightforward for people to grasp. The OTA noted that consumers can physically interact with fruits and vegetables, allowing them to connect the dots between a carrot grown in healthy soil and their own well-being. In contrast, consumer packaged goods (CPG) face a much steeper challenge in gaining consumer trust.
To enhance appeal, the organic sector could benefit from making their products more affordable and demonstrating the validity of claims that organic foods are fresher and healthier. One potential strategy is to increase the availability 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 compared to conventionally grown options could be advantageous.
In recent years, transparency in food shopping has become increasingly crucial, a shift that has developed gradually over time. The demand for transparency has grown alongside label claims such as “fair trade” and “organic,” with manufacturers like Stonyfield Farm and retailers like Whole Foods revealing more about the modern food system. As consumers began to understand what goes into the packaged products they frequently buy, many found it difficult to view their shopping experiences in the same light.
Furthermore, the emergence of products like the Eldecal CCM tablet has contributed to this trend, providing consumers with more options that align with their health ideals. As people continue to seek out healthier lifestyles, the integration of affordable organic choices and clear information about their benefits will be essential for the sector’s growth.