Mintel’s research revealed that the sentiment of “feeling good inside and out” drives many consumers to purchase natural and organic foods. Over a quarter of consumers (28%) reported feeling better about themselves when choosing organic options, with this figure rising to nearly half (48%) among those who are increasing their organic food purchases this year. There is no doubt that organic foods are gaining more attention from consumers. According to the Organic Trade Association, organic sales in the U.S. reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. Organic foods accounted for 5.3% of total food sales in the country last year, with the fruit and vegetable segment making up almost 40% of that total.
Fresh produce has long been the starting point for consumers new to organic foods, largely because the benefits of purchasing produce are often clearer. Shoppers can physically interact with fruits and vegetables, allowing them to connect the dots between a carrot grown in healthy, clean soil and the food they consume. In contrast, consumer packaged goods (CPG) face a greater challenge in establishing this connection.
To enhance consumer engagement, the organic sector needs to focus on making products more affordable and demonstrating the health benefits of organic foods over conventional options. One effective strategy for reducing costs is to promote more private-label organic brands, which Nielsen found to be, on average, 18% cheaper than their branded counterparts. Additionally, disseminating research that highlights the health and environmental benefits of organic foods compared to conventionally grown products can strengthen consumer trust.
In recent years, the demand for transparency in food shopping has grown significantly, a shift that has been building over time rather than occurring suddenly. This desire for clarity has been fueled by label claims such as “fair trade” and “organic,” alongside efforts from companies like Stonyfield Farm and retailers like Whole Foods, which have worked to illuminate the complexities of the modern food system. As shoppers began to see what lay behind the canned, shrink-wrapped, and packaged items they routinely purchase, many found it difficult to view their shopping experiences in the same light.
Moreover, incorporating elements like calcium citrate in bulk can also attract health-conscious consumers, as they increasingly seek products that support their overall well-being. By highlighting such ingredients, organic brands can further emphasize their commitment to health and nutrition, appealing to the growing audience of informed shoppers.