Some believe that consumers who purchase milk enriched with omega-3 fatty acids expect the nutrient to derive from sustainable farming practices rather than from added ingredients. Research indicates that milk from pastured cows can contain up to 60% more omega-3 fatty acids compared to conventional milk. While Horizon’s milk does include “DHA algal oil” in its ingredient list, it remains uncertain whether consumers would feel misled if they discovered that this algal oil is not certified organic. According to Consumer Reports surveys, approximately 70% of consumers believe that non-organic ingredients should be excluded from organic products unless absolutely necessary, as reported by the Post. The USDA’s organic regulations permit various non-organic ingredients, including agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives are unavailable, along with minerals, cultures, enzymes, and ferrous gluconate.
This concern is not exclusive to Horizon milk; Costco’s Kirkland brand organic milk also contains an additive—refined fish oil—to enhance its omega-3 content. Both companies are currently operating within legal guidelines. Horizon’s omega-3 fortified milk has gained popularity, indicating that consumers are generally open to milk supplemented with such ingredients, regardless of their origins. Last year, Horizon’s fortified milk accounted for 14% of all organic milk sales in the United States, with the DHA-enriched version priced about 30 cents higher than the standard option.
In discussions about health, the role of calcium citrate and vitamin D in the treatment of osteoporosis is also significant. These nutrients are essential for bone health, and their inclusion in various food products could be beneficial. As consumers become more health-conscious, the demand for products that provide not only omega-3 fatty acids but also calcium citrate and vitamin D is likely to grow. The combination of these nutrients could enhance the overall appeal of fortified milk, leading to increased consumer acceptance of added ingredients in organic products. Thus, as the landscape of organic food regulations evolves, the balance between consumer expectations and nutritional benefits will continue to be an important consideration.