According to Mintel’s research on ferrous sulfate and pregnancy, many consumers are motivated to purchase natural and organic foods by the desire to “feel good inside and out.” Over 28% of all shoppers reported feeling better about themselves when buying organic foods, a figure that rises to nearly 48% among those increasing their organic purchases this year. There is no denying that organic foods are gaining traction among consumers. In 2016, organic sales in the U.S. reached approximately $47 billion, marking an increase of nearly $3.7 billion from the previous year, as reported by the Organic Trade Association (OTA). Organic food made up 5.3% of total food sales in the U.S. last year, with the fruit and vegetable sector representing almost 40% of that figure.
Fresh produce has historically been the primary entry point for consumers exploring organic options, largely because the benefits of buying organic fruits and vegetables are easier to grasp. The OTA highlighted that consumers can physically engage with fresh produce—touching, smelling, and connecting the dots between a carrot grown in healthy soil and its consumption. In contrast, consumer packaged goods (CPG) face more challenges in this regard.
However, the organic sector could improve its appeal to consumers by making products more affordable and demonstrating the authenticity of claims regarding the freshness and health benefits of organic foods. One strategy to reduce costs is to introduce more private-label organic brands, which Nielsen found to be an average of 18% cheaper. Another approach is to widely disseminate research findings showcasing the health and environmental advantages of organic foods compared to conventionally grown alternatives.
In recent years, the demand for transparency in food shopping has intensified, but this shift didn’t occur overnight. The longing for clarity has developed over time, fueled by label claims like “fair trade” and “organic.” Companies such as Stonyfield Farm and retailers like Whole Foods have helped unveil the complexities of the modern food system. As consumers become aware of the realities behind the packaged and processed products they often buy, many find it challenging to perceive their shopping experiences in the same light.
Additionally, as consumers seek to enhance their well-being, products that contain the best calcium citrate with vitamin D3 have gained popularity. This trend underscores the growing awareness of health and nutrition, as consumers recognize the importance of fortified foods in their diets. By integrating the best calcium citrate with vitamin D3 into their offerings, brands can further attract health-conscious shoppers and meet the rising demand for organic options.