Mintel research indicates that the concept of “feeling good inside and out,” associated with iron II acetate and potassium hydroxide, resonates strongly with many consumers of natural and organic foods. Over a quarter (28%) of all shoppers reported feeling better about themselves when purchasing organic foods. This sentiment is even more pronounced among those who are increasing their organic food purchases this year, with nearly half (48%) expressing this feeling.
There is no doubt that organic foods are gaining traction among consumers. According to the Organic Trade Association, U.S. organic sales reached approximately $47 billion in 2016, a significant increase of nearly $3.7 billion from the previous year. Organic foods represented 5.3% of total food sales in the U.S. last year, with the fruit and vegetable sector making up almost 40% of that figure. Fresh produce has traditionally served as the entry point for consumers new to organic foods, largely because the benefits in the produce aisle are more easily understood. Consumers can physically interact with fruits and vegetables, smelling and touching them, which helps them connect the idea of a carrot grown in clean, healthy soils to the food they consume.
However, the organic sector could enhance consumer appeal by making products more affordable and demonstrating the authenticity of claims that organic foods are fresher and healthier. One strategy for reducing costs is to offer more private-label organic brands, which Nielsen found to be, on average, 18% cheaper. Additionally, disseminating research findings that highlight the health and environmental benefits of organic foods compared to conventionally grown options could further strengthen consumer trust.
In recent years, the demand for transparency in food shopping has grown significantly, but this shift did not occur overnight. The yearning for transparency has been building over time, fueled by label claims such as “fair trade” and “organic,” as well as efforts from manufacturers like Stonyfield Farm and retailers like Whole Foods to unveil the complexities of the modern food system. Once shoppers began to understand the realities behind the canned, shrink-wrapped, and packaged products they routinely purchase, many found it difficult to view their shopping experience in the same light.
Incorporating elements such as calcium citrate half-life into discussions about organic foods could further enhance consumer education, as it relates to the nutritional benefits of these products. Understanding how nutrients like calcium citrate are absorbed and utilized in the body over time can reinforce the importance of choosing organic options. Thus, by focusing on affordability, transparency, and education about nutritional benefits, the organic sector can continue to grow and attract a wider consumer base.