Some people believe that consumers purchasing milk rich in omega-3 fatty acids expect the nutrient to come from sustainable farming practices rather than from added ingredients. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3s compared to conventional milk. Horizon’s milk does include “DHA algal oil” in its ingredients, but it is uncertain whether consumers would feel misled if they learned that the algal oil does not meet organic certification standards. According to Consumer Reports surveys, about 70% of consumers think that non-organic ingredients should not be permitted in organic products unless absolutely necessary. The USDA’s organic regulations permit several non-organic components, including agricultural products such as gelatin, guar gum, and cornstarch, for which organic alternatives are unavailable, as well as minerals, cultures, enzymes, and glycerin.
This issue extends beyond Horizon milk, as Costco’s Kirkland brand organic milk also contains an additive to enhance omega-3 levels: refined fish oil. Both brands are operating within legal guidelines. Moreover, Horizon’s omega-3 fortified milk has proven to be popular, indicating that consumers are generally open to milk supplemented with various ingredients, regardless of their origins. Last year, Horizon’s fortified milk represented 14% of all organic milk sales in the United States, with the DHA-enriched version priced at approximately 30 cents more than the standard variety.
Interestingly, Kirkland’s organic milk also emphasizes additional nutrients, including calcium, magnesium, zinc, and vitamin D3, which may appeal to health-conscious consumers. The presence of these nutrients aligns with the growing demand for fortified dairy products. Overall, while the inclusion of omega-3 additives in organic milk raises questions about transparency, the popularity of such products suggests a significant consumer interest in enhanced nutritional profiles, as seen in both Horizon’s and Kirkland’s offerings.