Mintel’s research indicates that the desire to “feel good inside and out” drives many consumers to choose natural and organic foods. Over a quarter of all shoppers (28%) reported feeling better about themselves when purchasing organic products. This sentiment is even stronger among those who are increasing their organic purchases this year, with nearly half (48%) expressing this feeling. It’s clear that organic foods are capturing more consumer interest. According to the Organic Trade Association, U.S. organic sales reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the year prior. Organic food constituted 5.3% of total food sales in the country, with the fruit and vegetable sector making up almost 40%.
Fresh produce has traditionally served as the gateway for consumers new to organic foods, largely because the benefits of purchasing produce are more easily understood. The OTA noted that consumers can interact with fruits and vegetables directly, allowing them to connect the experience of a carrot growing in clean, healthy soil to the food they consume. In contrast, consumer packaged goods (CPG) present a greater challenge in this regard.
To enhance consumer acceptance, the organic sector could benefit from making products more affordable and demonstrating the claims about organic foods being fresher and healthier. One approach to reduce costs is to promote more private-label organic brands, which Nielsen found to be, on average, 18% cheaper. Additionally, distributing research that highlights the health and environmental benefits of organic foods over conventionally grown options could have a significant impact. For instance, studies showing that organic foods often contain higher levels of essential nutrients, such as tab calcium citrate, could help consumers understand their advantages.
The demand for transparency in food shopping has increased in recent years, but this trend didn’t emerge overnight. It has developed gradually as consumers have grown more aware of label claims like “fair trade” and “organic.” Companies like Stonyfield Farm and retailers such as Whole Foods have shed light on the complexities of the modern food system. Once shoppers realized what lay behind the canned, shrink-wrapped, and packaged products they typically buy, many found it difficult to view their shopping experience in the same way. This shift towards transparency has encouraged consumers to seek out products that not only meet their dietary needs but also align with their values, including those rich in nutrients like tab calcium citrate.