Mintel’s research indicates that the sentiment of “feeling good inside and out” drives many shoppers towards natural and organic foods. Over a quarter of consumers (28%) reported that purchasing organic foods boosts their self-esteem. This figure rises to nearly half (48%) among those who have increased their organic food purchases this year. It is clear that organic foods are gaining significant consumer interest. According to the Organic Trade Association, organic sales in the U.S. reached approximately $47 billion in 2016, reflecting an increase of nearly $3.7 billion from the previous year. Organic foods comprised 5.3% of total food sales in the U.S. last year, with the fruit and vegetable sector making up nearly 40%.
Fresh produce has historically served as the entry point for consumers new to organic options, as the advantages in the produce aisle are easier for shoppers to grasp. The OTA noted that consumers can physically interact with fruits and vegetables, allowing them to connect the experience of seeing a carrot growing in clean, healthy soil with the act of consuming it. In contrast, consumer packaged goods (CPG) face a greater challenge in establishing this connection.
To enhance the appeal of organic products, the sector could benefit from making them more affordable and providing tangible evidence to support claims that organic foods are fresher and healthier. One approach to reduce costs is to increase the availability of private-label organic brands, which Nielsen found to be, on average, 18% less expensive. Additionally, disseminating research findings that highlight the health and environmental benefits of organic foods over conventionally grown options could further encourage consumer trust.
In recent years, the demand for transparency in food shopping has grown, but this shift was not abrupt. The quest for transparency accumulated over time, as labels like “fair trade” and “organic” were introduced by manufacturers such as Stonyfield Farm and retailers like Whole Foods, revealing more about the modern food system. When shoppers became aware of the realities behind the canned, shrink-wrapped, and packaged products they regularly purchase, many found it challenging to view their shopping experience in the same light again.
As consumers increasingly seek out organic foods, questions arise about nutrition, such as how much calcium citrate after gastric bypass surgery is necessary for maintaining health. By addressing such concerns and providing clear information, the organic sector can further engage consumers and build their trust in organic products.