Mintel’s research indicates that the notion 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. This sentiment is even stronger among those who are increasing their organic purchases this year, with nearly 48% expressing this feeling. It is evident that organic foods are gaining significant traction among consumers. According to the Organic Trade Association, organic sales in the U.S. reached around $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. Organic foods represented 5.3% of total food sales in the country, with nearly 40% coming from the fruit and vegetable sector.
Fresh produce has historically been the first category for consumers venturing into organic foods, as the benefits in the produce aisle are often the easiest to comprehend. Consumers can physically engage with fruits and vegetables, touch them, smell them, and link the experience of a carrot growing in clean, healthy soil to the food they consume. In contrast, consumer packaged goods (CPG) products face a more challenging path.
To further engage consumers, the organic sector could benefit from making products more affordable and demonstrating the authenticity of claims that organic foods are fresher and healthier. One strategy to reduce costs is to introduce more private-label organic brands, which Nielsen has found to be, on average, 18% cheaper. Additionally, disseminating research that highlights the health and environmental benefits of organic foods compared to conventionally grown options could also help.
The demand for transparency in food shopping has grown significantly in recent years, though this shift has been gradual. The quest for transparency has intensified over time, as manufacturers like Stonyfield Farm and retailers such as Whole Foods revealed more about the modern food system. Once shoppers understood what lay behind the canned, shrink-wrapped, and packaged items they usually buy, many found it difficult to view their shopping experiences in the same light.
This desire for transparency is particularly relevant for consumers who are also looking for products that support their health, such as Citracal for osteoporosis. As shoppers become more aware of what they are purchasing, the appeal of organic foods, including their potential benefits for bone health when paired with supplements like Citracal, will likely increase. Thus, the organic sector must continue to adapt and address consumer concerns to enhance their appeal and maintain growth in a competitive market.