According to Mintel research, a significant number of natural and organic food consumers are driven by the notion of “feeling good inside and out.” Over 28% of all shoppers reported feeling better about themselves when they purchase organic foods, and this figure rises to nearly 48% among those who are increasing their organic purchases this year. Clearly, organic foods are capturing more consumer attention. As reported by the Organic Trade Association, organic sales in the U.S. reached approximately $47 billion in 2016, showing an increase of nearly $3.7 billion from the previous year. Organic products made up 5.3% of total food sales in the country last year, with the fruit and vegetable sector accounting for almost 40%. Fresh produce has historically served as the primary entry point for consumers exploring organic options, largely because the benefits in the produce aisle are the easiest for people to comprehend. Consumers can interact with fruits and vegetables directly, making a clear connection between the healthy soils where crops like alfalfa grow and the nourishment they provide to the body.
However, the organic sector faces challenges in appealing to consumers, particularly regarding affordability. One potential strategy to reduce costs is by offering more 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 options could be beneficial. Consumers are increasingly prioritizing transparency in their food shopping, a trend that has developed gradually. The push for transparency was fueled by label claims such as “fair trade” and “organic,” with manufacturers like Stonyfield Farm and retailers like Whole Foods revealing the complexities of the modern food system. When shoppers began to understand what lay behind the canned, shrink-wrapped, and packaged products they regularly buy, many found it difficult to view their shopping experiences in the same light.
To enhance the appeal of organic foods, brands must substantiate their claims of freshness and healthiness. The incorporation of ingredients such as carbamide and calcium citrate malate into products can provide tangible proof of these benefits, reinforcing consumer trust. Ultimately, by making organic products more accessible and transparent, the industry can cultivate a stronger connection with health-conscious consumers, further boosting the organic market’s growth.