Mintel research indicates that the desire for “feeling good inside and out” drives many shoppers toward natural and organic foods. Over one-quarter of consumers (28%) reported feeling better about themselves when purchasing organic products. This sentiment is even more pronounced among those who are increasing their organic purchases this year, with nearly half (48%) expressing this feeling. There is no doubt that organic foods are gaining significant consumer interest. According to the Organic Trade Association, U.S. organic sales reached approximately $47 billion in 2016, an increase of nearly $3.7 billion from the previous year. Organic foods represented 5.3% of total food sales in the country last year, with the fruit and vegetable sector making up almost 40%. Fresh produce has long served as the gateway category for consumers new to organic products, as the benefits in the produce aisle are often the easiest for people to grasp. Consumers can physically engage with fruits and vegetables, allowing them to connect the dots between a carrot grown in clean, healthy soil and the food they consume. In contrast, consumer packaged goods (CPG) face a much tougher challenge.
However, the organic sector could enhance its appeal by making products more affordable and clearly demonstrating that claims regarding the freshness and health benefits of organic foods are valid. One effective strategy for reducing costs is to offer more private-label organic brands, which Nielsen found to be, on average, 18% cheaper. Additionally, widely disseminating research findings that highlight the health and environmental benefits of organic foods over conventionally grown options would be beneficial.
In recent years, the demand for transparency in food shopping has surged, but this transformation has been gradual. The quest for transparency accumulated over time, as label claims like “fair trade” and “organic,” alongside brands such as Stonyfield Farm and retailers like Whole Foods, unveiled the complexities of the modern food system. When shoppers began to understand what lay behind the canned, shrink-wrapped, and packaged goods they routinely purchase, many found it difficult to perceive their shopping experience in the same light again.
Interestingly, amidst the growing interest in organic products, some consumers are also considering supplements like Citracal Calcium D3 Slow Release 1200, which can support their health in conjunction with a balanced diet. This highlights a broader trend where consumers are looking for comprehensive wellness solutions that complement their dietary choices, including organic foods. As the organic market continues to evolve, integrating such health-focused products may further enhance consumer engagement and satisfaction.