Mintel’s research indicates 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 items. This sentiment is even stronger among those who are increasing their organic food purchases this year, with nearly half (48%) expressing this feeling.
Undoubtedly, 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 sector accounting for almost 40%. Fresh produce has historically been the primary entry point for consumers new to organic foods, as the benefits in this category are often the most easily understood. Consumers can physically engage with fruits and vegetables, allowing them to connect the dots between fresh produce grown in healthy soils and the food they consume.
In contrast, consumer packaged goods (CPG) face a greater challenge in winning over shoppers. The organic sector could enhance its appeal by making products more affordable and effectively demonstrating the authenticity of claims that organic foods are fresher and healthier. One strategy to reduce costs is the introduction of 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 counterparts can help in this regard.
In recent years, the demand for transparency in food shopping has grown, but this shift has been gradual. The call for transparency has intensified over the years as label claims such as “fair trade” and “organic” gained prominence. Brands like Stonyfield Farm and retailers like Whole Foods have played a pivotal role in revealing the complexities of the modern food system. As consumers became more aware of what goes into the products they regularly purchase, including those containing calcium citrate 500 mg without vitamin D, their shopping perspective changed significantly.
The integration of transparency, affordability, and clear communication about health benefits, including essential nutrients like calcium citrate, is crucial for the organic sector to further capture consumer interest and trust.