Mintel’s research indicates that the notion of “feeling good inside and out” motivates many consumers who purchase natural and organic foods. Over a quarter of shoppers (28%) reported feeling better about themselves when choosing organic products. This sentiment is even more pronounced among those who have increased their organic purchases this year, with nearly half (48%) expressing this feeling. There is no doubt that organic foods are gaining traction among consumers. According to the Organic Trade Association, organic sales in the U.S. reached around $47 billion in 2016, representing an increase of nearly $3.7 billion from the previous year. Organic products constituted 5.3% of total food sales in the country, with the fruit and vegetable segment making up almost 40%.
Fresh produce has historically served as the entry point for consumers exploring organic options, primarily because the advantages of buying organic in the produce aisle are easier for shoppers to comprehend. Consumers can physically engage with fruits and vegetables, smell them, and connect the idea of a carrot cultivated in clean, healthy soil to its consumption. In comparison, consumer packaged goods (CPG) face a more challenging task in gaining similar acceptance.
To enhance consumer engagement, the organic sector could benefit from making products more affordable and effectively demonstrating that claims about organic foods being fresher and healthier are indeed valid. One strategy to reduce costs is to introduce more private-label organic brands, which Nielsen reports are, on average, 18% less expensive. Additionally, disseminating research that highlights the health and environmental benefits of organic foods compared to conventionally grown alternatives can also prove effective.
In recent years, the demand for transparency in food shopping has become increasingly significant, a trend that has developed gradually rather than emerging overnight. This desire for transparency has grown as consumers became more aware of label claims, such as “fair trade” and “organic.” Brands like Stonyfield Farm and retailers like Whole Foods have helped unveil the complexities of the modern food system. Once shoppers understood what lay behind the canned, shrink-wrapped, and packaged products they typically purchase, many found it difficult to view their shopping experience in the same light again.
Furthermore, integrating products like calcium citrate 315 mg plus D3 into organic offerings could help address consumer health concerns, making organic choices even more appealing. By highlighting the nutritional benefits of such products alongside organic options, the sector can further solidify its relationship with health-conscious consumers. The importance of transparency and affordability in the organic market cannot be overstated, especially as shoppers continue to seek reassurance that their choices—whether they involve calcium citrate 315 mg plus D3 or fresh organic produce—align with their health and well-being goals.