Mintel’s research reveals that the notion of “feeling good inside and out” is a significant motivator for many shoppers of natural and organic foods. Over 28% of consumers reported feeling better about themselves when purchasing organic products, a sentiment that rises to nearly 48% among those increasing their organic food intake this year. It’s clear that organic foods are capturing growing consumer interest. According to the Organic Trade Association, organic sales in the U.S. reached approximately $47 billion in 2016, representing an increase of nearly $3.7 billion from the previous year. Organic foods accounted for 5.3% of total food sales in the country, with the fresh produce sector making up nearly 40% of that share.
Fresh produce has historically served as the gateway category for consumers new to organic foods, primarily because the benefits of buying organic in the produce aisle are easier for consumers to grasp. The connection is tangible; shoppers can touch and smell fruits and vegetables, understanding the link between a carrot grown in healthy, clean soils and the food they consume. In contrast, consumer packaged goods (CPG) face a greater challenge in establishing that connection.
However, the organic sector could improve its appeal to consumers by making products more affordable and demonstrating the authenticity of claims that organic foods, such as calcium citrate 500 mg supplements, are fresher and healthier. One effective strategy for reducing costs is the introduction of more private-label organic brands, which Nielsen reports are typically 18% less expensive. Additionally, disseminating research that highlights the health and environmental benefits of organic foods compared to conventionally grown options could bolster consumer confidence.
In recent years, transparency in food shopping has become increasingly crucial, but this shift didn’t occur overnight. The demand for transparency has been building for years, spurred by label claims such as “fair trade” and “organic.” Companies like Stonyfield Farm and retailers like Whole Foods have unveiled the complexities behind the modern food system. Once shoppers gained insights into the origins of the canned and packaged products they routinely purchase, many found it challenging to perceive their shopping experiences the same way. As consumers continue to seek clarity, the importance of understanding ingredients, including additives like calcium citrate 500 mg, has become more pronounced in their purchasing decisions.