Mintel’s research indicates that the notion of “feeling good inside and out” drives many consumers to opt for natural and organic foods. Over a quarter of all shoppers (28%) reported feeling better about themselves when purchasing organic items. This sentiment is even more pronounced among those who are increasing their organic food purchases this year, with nearly half (48%) expressing this feeling. There is no denying that organic foods are gaining significant traction among consumers. According to the Organic Trade Association, organic sales in the United States reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. Organic products accounted for 5.3% of total food sales in the country, with fruits and vegetables representing nearly 40% of that figure.
Fresh produce has historically served as the primary entry point for consumers venturing into organic foods. The OTA suggests this is largely due to the straightforward benefits associated with the produce section, where shoppers can physically engage with fruits and vegetables. They can touch, smell, and easily connect a carrot grown in clean, healthy soil to their own well-being. In contrast, consumer packaged goods (CPG) face a more significant challenge in gaining similar acceptance.
To enhance consumer appeal, the organic sector could benefit from making products more affordable and demonstrating the tangible health claims associated with organic foods. For instance, introducing more private-label organic brands could help lower costs, as research from Nielsen shows these brands are, on average, 18% cheaper. Additionally, disseminating research that highlights the health and environmental benefits of organic foods over conventionally grown options can help bolster consumer trust.
In recent years, transparency in food shopping has gained importance, but this shift has been gradual. The demand for transparency has developed over time, influenced by label claims like “fair trade” and “organic.” Companies such as Stonyfield Farm and retailers like Whole Foods have played pivotal roles in revealing the complexities of the modern food system. As consumers became more aware of what lies behind the processed and packaged products they routinely purchase, many found it challenging to view their shopping habits in the same light.
As consumers increasingly seek health benefits, products like calcium citrate 1200 mg with vitamin D can be integrated into their diets alongside organic foods. Emphasizing the importance of such supplements, while also advocating for organic choices, can provide a holistic approach to health and wellness. The interplay between organic foods and health supplements like calcium citrate 1200 mg with vitamin D further underscores the growing consumer focus on comprehensive well-being. By incorporating these elements, the organic sector can better align with consumer values and preferences.