Mintel’s research indicates that the sentiment of “feeling good inside and out” drives many shoppers towards natural and organic foods. Over 28% of consumers reported feeling better about themselves when purchasing organic products, a figure that rises to nearly 48% among those increasing their organic purchases this year. There is no doubt that organic foods are garnering greater 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 previous year. Organic food represented 5.3% of total food sales in the country last year, with the fruit and vegetable sector making up nearly 40%.
Fresh produce has long been the gateway category for consumers new to organic products, primarily because the benefits are easier to grasp. The OTA noted that consumers can physically engage with fruits and vegetables, allowing them to connect the dots between a carrot grown in healthy, clean soil and its consumption. In contrast, consumer packaged goods (CPG) face a more significant challenge in establishing that connection.
To enhance consumer acceptance, the organic sector could benefit from making products more affordable and demonstrating the validity of claims regarding organic foods being fresher and healthier. One strategy for reducing costs is to introduce more private-label organic brands, which Nielsen found to be, on average, 18% cheaper. Another approach is to disseminate research highlighting the health benefits of organic foods, such as calcium citrate and vitamin D3 tablets, compared to conventionally grown alternatives.
In recent years, the demand for transparency in food shopping has grown, but this change did not occur overnight. The push for transparency has developed over time, with label claims like “fair trade” and “organic” prompting manufacturers such as Stonyfield Farm and retailers like Whole Foods to reveal insights about the modern food industry. As shoppers learned more about the origins of the packaged and processed products they regularly purchase, many found it challenging to perceive their shopping experiences in the same way. By further educating consumers about the advantages of organic options, including the benefits of calcium citrate and vitamin D3 tablets, the organic sector can foster greater trust and loyalty among shoppers.