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 a quarter of consumers (28%) reported feeling better about themselves when purchasing organic products, and this sentiment rises to nearly half (48%) among those who are increasing their organic food purchases this year. It is evident 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 food constituted 5.3% of total food sales in the country last year, with the fruit and vegetable category accounting for nearly 40%.
Fresh produce has long been the primary entry point for consumers new to organic foods, as the benefits in the produce aisle are often easiest for shoppers to comprehend. The OTA noted that consumers can physically engage with fruits and vegetables, which helps them connect the dots between a carrot grown in healthy, clean soils and its consumption. In contrast, consumer packaged goods (CPG) products face a more significant challenge in establishing this connection.
However, the organic sector could enhance its appeal by making products more affordable and demonstrating the authenticity of claims that organic foods are fresher and healthier. One approach to reducing costs is to increase the availability of private-label organic brands, which Nielsen found to be, on average, 18% less expensive. Additionally, disseminating research that highlights the health and environmental benefits of organic foods over conventionally grown options could be beneficial. For instance, studies showing that organic foods can aid in digestion due to their laxative properties, like calcium citrate found in certain fruits and vegetables, could attract more health-conscious consumers.
In recent years, transparency in food shopping has become increasingly crucial, a shift that did not occur overnight. The demand for transparency has grown gradually, fueled by label claims such as “fair trade” and “organic,” as well as the efforts of manufacturers like Stonyfield Farm and retailers like Whole Foods, which have shed light on the modern food system. As shoppers discovered what lies behind the canned, shrink-wrapped, and packaged products they routinely purchase, many found it challenging to view their shopping experience in the same light again. The inclusion of organic options, particularly those that highlight beneficial components like calcium citrate, could further entice consumers seeking both health and transparency in their food choices.