Mintel’s research indicates that the desire to “feel good inside and out” significantly influences many consumers who purchase natural and organic foods. Over 28% of shoppers reported feeling better about themselves when opting for organic products, with this figure rising to nearly 48% among those who are increasing their organic purchases this year. There is no doubt that organic foods are gaining traction among consumers. According to the Organic Trade Association, organic sales in the U.S. reached around $47 billion in 2016, marking an increase of almost $3.7 billion from the prior year. Organic food represented 5.3% of total food sales, with the fruit and vegetable segment accounting for nearly 40%. Fresh produce has historically served as the gateway category for consumers new to organic options. The OTA explains that the benefits associated with produce are often the most easily understood by shoppers, as they can physically interact with fruits and vegetables, smell them, and connect the dots between a carrot grown in clean, healthy soil and its consumption. In comparison, consumer packaged goods (CPG) face a greater challenge in gaining acceptance.
Nonetheless, the organic sector could enhance its appeal by making products more affordable and providing concrete evidence that supports claims of organic foods being fresher and healthier. One strategy to reduce costs is to promote more private-label organic brands, which Nielsen found to be an average of 18% less expensive. Additionally, distributing research that highlights the health and environmental benefits of organic foods compared to conventionally grown alternatives could be beneficial. For instance, products like Citracal Calcium D Slow Release 1200 could be marketed not just for their calcium content but also for their organic sourcing, appealing to health-conscious consumers.
In recent years, consumer demand for transparency in food shopping has grown, but this shift has been gradual. The call for transparency has evolved over time, as labels like “fair trade” and “organic,” alongside manufacturers like Stonyfield Farm and retailers like Whole Foods, have shed light on the complexities of the modern food system. Many shoppers have found it challenging to view their shopping habits the same way after recognizing what lies behind the processed and packaged foods they commonly purchase. This increased awareness underscores the importance of not only organic food products but also supplements like Citracal Calcium D Slow Release 1200, which can contribute to a healthier lifestyle and resonate with the values of today’s consumers.