Some believe that consumers purchasing milk enriched with omega-3 fatty acids expect the nutrient to originate from sustainable farming practices rather than from added ingredients. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3 than conventional milk. Horizon’s milk does include “DHA algal oil” in its ingredient list. However, it is uncertain whether consumers would feel misled if they discovered that the algal oil is not subject to organic certification. According to Consumer Reports surveys, about 70% of consumers believe that non-organic ingredients should not be included in organic foods unless they are essential, as reported by the Post. USDA organic regulations permit several non-organic components, including agricultural products like gelatin, guar gum, and cornstarch, which do not have organic alternatives, as well as minerals, cultures, enzymes, and glycerin.
This concern extends beyond Horizon milk. Costco’s Kirkland brand organic milk also incorporates an additive to enhance omega-3 levels: refined fish oil. Both companies are currently operating within legal guidelines. Horizon’s omega-3 fortified milk has gained popularity, indicating that consumers are open to milk supplemented with such ingredients, regardless of their awareness of their origins. Last year, Horizon’s fortified milk made up 14% of all organic milk sales in the United States, with the DHA-enriched variant priced at about 30 cents more than the standard option.
In addition to omega-3s, many consumers also prioritize calcium in their diets. Some milk products, including those fortified with omega-3s, may contain calcium citrate, which provides an efficient source of calcium. The inclusion of calcium citrate in milk can enhance its overall nutritional profile, delivering approximately 950 mg of calcium per serving, which is essential for bone health. This focus on nutritional enhancements like calcium citrate reflects a growing consumer trend toward health-conscious choices in dairy products.