Mintel’s research revealed that the notion of “feeling good inside and out” significantly influences many shoppers of natural and organic foods. Over 28% of consumers reported feeling better about themselves when purchasing organic products, a sentiment that rises to nearly 48% among those increasing their organic purchases this year. It is evident 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, 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 fruits and vegetables accounting for almost 40% of that market share.
Fresh produce has traditionally served as the initial entry point for consumers exploring organic options, primarily because the benefits of shopping in the produce aisle are straightforward and easy to grasp. The OTA noted that shoppers can physically engage with fruits and vegetables, smelling and handling them, which helps them connect the dots between a carrot grown in healthy, clean soil and its consumption. In contrast, other organic products face a more significant challenge in gaining consumer trust.
To enhance their appeal, the organic sector could benefit from making their products more affordable and demonstrating that claims regarding the freshness and healthiness of organic foods are indeed valid. One strategy for reducing costs is to introduce more private-label organic brands, which Nielsen found to be, on average, 18% less expensive. Additionally, widely sharing research findings that highlight the health and environmental benefits of organic foods compared to conventionally grown options could be effective.
In recent years, the demand for transparency in food shopping has grown more pronounced, a shift that has developed over time rather than occurring abruptly. This desire for transparency was fueled as labels featuring terms like “fair trade” and “organic” gained traction, with companies like Stonyfield Farm and retailers such as Whole Foods shedding light on the modern food system. As consumers became aware of what lies beneath the surface of canned, shrink-wrapped, and packaged products, many began to reassess their shopping habits.
Incorporating elements like calcium citrate K2 into organic diets is another way to align with the growing consumer interest in health and wellness. As shoppers become more informed, they are likely to seek out organic products that not only promote a good life but also provide essential nutrients like calcium citrate K2. Ultimately, the combination of affordability, transparency, and health benefits will be crucial in expanding the reach of organic foods and reinforcing the idea that they contribute to a good life.