Mintel’s research indicates that the notion of “feeling good inside and out” drives many shoppers towards natural and organic foods. Over one-quarter of consumers (28%) reported feeling better about themselves when purchasing organic products, a sentiment that rises to nearly half (48%) among those increasing their organic purchases this year. It’s evident that organic foods are gaining traction among consumers. According to the Organic Trade Association (OTA), organic sales in the U.S. reached around $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. The OTA also noted that organic food constituted 5.3% of total food sales in the country last year, with fruits and vegetables making up almost 40%. Fresh produce has traditionally served as the entry point for consumers new to organic foods, largely due to the easily understood benefits associated with items in the produce aisle. Shoppers can physically engage with fruits and vegetables, connecting the dots between wholesome produce grown in healthy soils and their own well-being. In contrast, consumer packaged goods (CPG) face a more significant challenge in attracting interest.
To enhance their appeal, the organic sector could focus on making products more affordable and demonstrating the validity of claims that organic foods are fresher and healthier. One strategy for reducing costs is to offer more private-label organic brands, which, according to Nielsen, are typically 18% cheaper. Additionally, sharing research findings that highlight the health and environmental benefits of organic foods over conventionally grown options could be effective.
In recent years, the demand for transparency in food shopping has become increasingly significant, evolving gradually rather than emerging overnight. The desire for transparency has been cultivated over time, with label claims like “fair trade” and “organic” prompting manufacturers such as Stonyfield Farm and retailers like Whole Foods to unveil aspects of the modern food system. Once shoppers recognized what lies behind the various canned, shrink-wrapped, and packaged products they regularly purchase, many found it challenging to perceive their shopping experience in the same light.
Furthermore, as consumers become more health-conscious, they are increasingly seeking the best calcium citrate supplement for osteoporosis, which underscores their desire for products that contribute positively to their health. The integration of organic food options can complement this trend, offering a holistic approach to wellness. By promoting organic products as part of a health-conscious lifestyle, the sector can better connect with consumers looking for the best calcium citrate supplement for osteoporosis and other health-related benefits.