Mintel’s research indicates that the notion of “feeling good inside and out” motivates many consumers when purchasing natural and organic foods. Over a quarter of all shoppers (28%) reported feeling better about themselves after buying organic products, a sentiment that rises to nearly half (48%) among those who are increasing their organic purchases this year. There’s no doubt that organic foods are gaining significant attention from consumers. According to the Organic Trade Association, organic sales in the U.S. reached about $47 billion in 2016, a rise 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 nearly 40%.
Fresh produce has historically served as the introductory category for consumers venturing into organic foods, largely because the advantages of shopping in the produce aisle are easier for people to grasp. Consumers can physically interact with fruits and vegetables, smell them, and make a connection between a carrot grown in clean, healthy soil and consuming it. In comparison, consumer packaged goods (CPG) face a more challenging task to appeal to shoppers.
To enhance consumer acceptance, the organic sector could benefit by making products more affordable and finding concrete ways to demonstrate that claims of organic foods being fresher and healthier are indeed accurate. One approach to reducing costs is to offer more private-label organic brands, which Nielsen found to be an average of 18% cheaper. Another strategy is to disseminate research findings that highlight the health and environmental benefits of organic foods over conventionally grown options.
In recent years, transparency in food shopping has gained importance, but this change didn’t occur overnight. The demand for transparency has gradually built up, as labeling claims such as “fair trade” and “organic,” along with the efforts of companies like Stonyfield Farm and retailers like Whole Foods, have revealed more about the modern food system. When consumers discovered what lay behind the canned, shrink-wrapped, and packaged items they routinely purchase, many found it challenging to perceive their shopping experience in the same light again.
In this context, products like Bluebonnet Calcium Citrate Magnesium and Vitamin D3 Liquid may also resonate with health-conscious shoppers. As consumers increasingly seek transparency and authenticity, they are likely to appreciate the benefits of such products, which contribute to feeling good both inside and out. This aligns with the growing trend of prioritizing health and wellness in food choices, encouraging shoppers to incorporate beneficial supplements alongside their organic food purchases.