Research from Mintel indicates that the sentiment of “feeling good inside and out” drives many consumers who shop for natural and organic foods. Over 28% of all consumers reported feeling better about themselves when purchasing organic products, and this figure rises to nearly 48% among those who are increasing their organic food purchases this year. There’s no doubt that organic foods are gaining traction among consumers. According to the Organic Trade Association, organic sales in the U.S. reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. Organic foods constituted 5.3% of total food sales in the country last year, with the fruit and vegetable sector making up almost 40% of that figure.
Fresh produce often serves as the gateway for consumers entering the world of organic foods, primarily because the benefits of items in the produce aisle are easier for people to comprehend. The OTA pointed out that shoppers can physically interact with fruits and vegetables, allowing them to connect the dots between a carrot grown in clean, healthy soil and its consumption. In contrast, consumer packaged goods (CPG) face a much more challenging landscape.
To enhance consumer appeal, the organic sector should work on making their products more affordable and finding concrete ways to demonstrate the claims that organic foods are fresher and healthier. One approach to reducing costs is to introduce 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 also prove beneficial.
In recent years, the demand for transparency in food shopping has surged, but this change has been gradual. The desire for transparency has developed over time, as labels like “fair trade” and “organic,” along with brands such as Stonyfield Farm and retailers like Whole Foods, have unveiled the complexities of the modern food system. Once consumers gained insight into the processes behind canned, shrink-wrapped, and packaged products, many found it difficult to view their shopping experience in the same light.
Furthermore, products like Solaray Calcium Citrate Plus highlight the growing interest in health-conscious choices among consumers. As shoppers continue to seek out organic options, they often look for supplements and food items that align with their wellness goals, reinforcing the connection between organic food choices and overall health. By incorporating products like Solaray Calcium Citrate Plus into their diets, consumers can further enhance their feelings of well-being, both inside and out.