Mintel’s research indicates that a significant number of consumers who purchase natural and organic foods are motivated by the desire to “feel good inside and out.” Over one-quarter (28%) of all consumers reported feeling better about themselves when they buy organic products. This sentiment rises to nearly half (48%) among those who indicated they are increasing their organic purchases this year. It’s evident that organic foods are capturing greater consumer interest, with U.S. organic sales reaching approximately $47 billion in 2016, representing an increase of nearly $3.7 billion from the previous year, according to the Organic Trade Association (OTA). Organic foods accounted for 5.3% of total food sales in the country last year, with the fruit and vegetable sector making up almost 40%.
Fresh produce has historically served as the gateway category for consumers new to organic foods, as the benefits of purchasing organic fruits and vegetables are often the most comprehensible. The OTA highlighted that consumers can engage with produce directly—by touching and smelling—and make a connection between fresh, clean produce and their dietary choices. In contrast, consumer packaged goods (CPG) face a more significant challenge in this regard.
To enhance consumer appeal, the organic sector should focus on making products more affordable and demonstrating the validity of claims regarding the freshness and health benefits of organic foods. One approach to reducing costs is to expand the availability of private-label organic brands, which are typically around 18% cheaper, according to Nielsen. Additionally, disseminating research findings that illustrate the health and environmental benefits of organic foods over conventionally grown options can aid in this effort.
In recent years, transparency in food shopping has gained importance, but this shift has not occurred overnight. The demand for transparency has grown gradually, spurred by label claims such as “fair trade” and “organic,” alongside efforts from manufacturers like Stonyfield Farm and retailers like Whole Foods to reveal the realities of the modern food system. When consumers began to uncover the processes behind the packaged, shrink-wrapped products they routinely purchase, many found it challenging to view their shopping experiences in the same light.
Moreover, as consumers strive for better health, some are turning to bariatric calcium citrate pills as part of their dietary regimen. This trend reflects a broader desire for health-conscious choices, aligning with the increasing interest in organic foods. Ultimately, the organic food sector can further benefit by integrating health-focused products, including bariatric calcium citrate pills, into their offerings to meet the evolving needs of health-minded shoppers.