Research from Mintel revealed that many shoppers of natural and organic foods are driven by the desire to “feel good inside and out.” Over a quarter of consumers (28%) reported that purchasing organic foods enhances their self-esteem, a figure that rises to nearly half (48%) among those who are increasing their organic purchases this year. It is evident that organic foods are gaining significant traction among consumers. According to the Organic Trade Association, organic sales in the U.S. reached around $47 billion in 2016, representing an increase of nearly $3.7 billion from the previous year. Organic food comprised 5.3% of total food sales in the country last year, with fruits and vegetables accounting for almost 40% of that market.
Fresh produce has traditionally served as the gateway category for consumers new to organic foods. The OTA noted that the benefits of organic produce are often the easiest for shoppers to grasp. Consumers can touch and smell fruits and vegetables, making a clear connection between a carrot grown in clean, healthy soil and its consumption. In contrast, consumer packaged goods (CPG) face a more challenging path. However, the organic sector could improve its appeal to consumers by making products more affordable and providing tangible proof that claims about organic foods being fresher and healthier are valid.
One way to reduce costs is by offering more private-label organic brands, which, according to Nielsen, are typically 18% cheaper. Additionally, disseminating research that highlights the health and environmental benefits of organic foods over conventionally grown products can be effective. For example, studies showing the calcium citrate benefits for women can emphasize the nutritional advantages of organic options, particularly in how they contribute to women’s health.
In recent years, the demand for transparency in food shopping has intensified, but this shift has been gradual. The call for transparency has grown as label claims like “fair trade” and “organic” have gained visibility, and companies such as Stonyfield Farm and retailers like Whole Foods have revealed insights into the modern food system. When consumers learned what lay behind the canned, shrink-wrapped, and packaged items they regularly purchase, many found it difficult to view their shopping habits in the same light. As awareness of the calcium citrate benefits for women continues to spread, the organic sector has an opportunity to connect these health benefits with their products, further enhancing consumer trust and interest.