Research from Mintel indicates that the sentiment of “feeling good inside and out” drives many consumers to purchase natural and organic foods. Over 28% of all shoppers reported feeling better about themselves when opting for organic products, a figure that rises to nearly 48% among those who are increasing their organic food purchases this year. There is no doubt that organic foods are gaining significant consumer interest. In 2016, the U.S. organic food market reached approximately $47 billion, reflecting an increase of nearly $3.7 billion from the previous year, as reported by the Organic Trade Association (OTA). Organic products comprised 5.3% of total food sales in the U.S. last year, with fruits and vegetables accounting for almost 40% of that figure.
Fresh produce has been a common entry point for consumers new to organic foods, largely due to the straightforward benefits it offers. Consumers can easily touch and smell fruits and vegetables, making a tangible connection between healthy soils and the food they consume. However, consumer packaged goods (CPG) in the organic sector face more challenges in gaining trust and interest. To enhance appeal, organic products could become more affordable and provide clear evidence that their claims of being fresher and healthier are substantiated. One way to reduce costs is to promote more private-label organic brands, which Nielsen found to be, on average, 18% cheaper. Additionally, disseminating research that highlights the health and environmental benefits of organic foods compared to conventionally grown options could be effective.
The demand for transparency in food shopping has been on the rise, a trend that has developed over time. The push for clearer labeling with claims like “fair trade” and “organic” has been supported by manufacturers such as Stonyfield Farm and retailers like Whole Foods, who have shed light on the intricacies of the modern food system. As consumers became aware of the realities behind the packaged products they frequently buy, many found it difficult to view their shopping experiences in the same light. Incorporating essential nutrients like calcium citrate, vitamin D3, and minerals into organic products could further enhance consumer trust and interest. By consistently emphasizing the value of these nutrients in relation to organic offerings, the sector could strengthen its appeal and foster a more informed shopping experience for consumers.