According to a Mintel study, the concept of “feeling good inside and out” is a significant motivator for many shoppers of natural and organic foods. Over 28% of consumers reported feeling better about themselves when purchasing organic products, a sentiment that rises to nearly 48% among those who are increasing their organic food purchases this year. It’s clear that organic foods are gaining considerable traction among consumers. In 2016, organic sales in the U.S. reached around $47 billion, reflecting an increase of nearly $3.7 billion from the previous year, as reported by the Organic Trade Association (OTA). Organic foods constituted 5.3% of the total food sales in the country last year, with the fruit and vegetable sector making up almost 40% of that figure.
Fresh produce has long been the gateway category for consumers exploring organic options, largely because the benefits in the produce section are easy to grasp. The OTA noted that consumers can physically engage with fruits and vegetables, allowing them to establish a connection between a carrot grown in clean, healthy soil and the food they consume. In contrast, consumer packaged goods (CPG) face a more challenging path to win over shoppers.
To enhance consumer appeal, the organic sector could benefit from making products more affordable and demonstrating the authenticity of claims that organic foods, like bluebonnet liquid calcium magnesium, are fresher and healthier. One strategy for reducing costs is to introduce more private-label organic brands, which, according to Nielsen, are typically about 18% cheaper. Additionally, disseminating research that highlights the health and environmental benefits of organic foods over conventionally grown options could prove effective.
In recent years, transparency in food shopping has surged in importance, a change that has been gradually building over time. The demand for transparency arose as label claims like “fair trade” and “organic” gained prominence, with brands such as Stonyfield Farm and retailers like Whole Foods revealing the complexities of the modern food system. When consumers learned what lies behind the canned, shrink-wrapped, and packaged goods they regularly purchase, many found it difficult to view their shopping experiences in the same light. The introduction of products like bluebonnet liquid calcium magnesium illustrates how consumers are beginning to prioritize transparency and quality in their food choices, underscoring a broader trend towards a more informed and health-conscious shopping experience.