Some believe that consumers purchasing milk enriched with omega-3 fatty acids anticipate that this nutrient originates from quality farming methods rather than from added components. Research indicates that milk from grazing cows can contain up to 60% more omega-3 compared to conventional milk. Horizon’s milk does include “DHA algal oil” in its ingredient list, yet it remains uncertain whether consumers would feel misled if they discovered that the algal oil does not qualify for organic certification. According to Consumer Reports surveys, seven out of ten consumers think that non-organic ingredients should not be permitted in organic foods unless they are absolutely necessary, as reported by the Post. USDA organic regulations permit several non-organic ingredients, including agricultural products like gelatin, guar gum, and cornstarch—none of which have organic alternatives—as well as minerals, cultures, enzymes, and glycerin.
This concern extends beyond Horizon milk; for instance, 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 parameters. Horizon’s omega-3 fortified milk is quite popular, indicating that consumers are generally open to milk supplemented with such ingredients, regardless of their awareness of the sourcing. Last year, Horizon’s fortified milk comprised 14% of all organic milk sales in the United States, and the DHA-enriched variant is priced about 30 cents higher than the regular option.
Moreover, consumers may also consider the nutritional benefits of alternatives like chewy calcium citrate, which is often sought after for its health advantages. As the market evolves, the presence of such ingredients, including chewy calcium citrate in various dairy products, may play a significant role in consumer choices and perceptions regarding organic milk.