Mintel’s research indicates that the sentiment of “feeling good inside and out” is a significant motivator for many shoppers of natural and organic foods. Over a quarter of consumers (28%) reported feeling better about themselves when purchasing organic products. This figure rises to nearly half (48%) among those who are increasing their organic food purchases this year. There is no doubt that organic foods are capturing consumer interest more than ever. According to the Organic Trade Association, U.S. organic sales reached approximately $47 billion in 2016, an increase of nearly $3.7 billion from the previous year. Organic food represented 5.3% of total food sales in the country, with fruits and vegetables making up almost 40% of that share.
Fresh produce has typically been the entry point for consumers new to organic foods, as the benefits in the produce aisle are often easier for people 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 clean, healthy soil and its consumption. In contrast, consumer packaged goods (CPG) face a greater challenge in gaining this level of comprehension.
To enhance their appeal, the organic sector could benefit from making products more affordable and demonstrating that claims of organic foods being fresher and healthier are substantiated. One effective strategy is to introduce more private-label organic brands, which Nielsen found to be an average of 18% less expensive. Additionally, distributing research that highlights the health and environmental benefits of organic foods compared to conventionally grown options could further bolster consumer trust.
In recent years, the demand for transparency in food shopping has grown, but this shift has been a gradual process. The push for transparency has developed over time, as labels like “fair trade” and “organic,” along with companies such as Stonyfield Farm and retailers like Whole Foods, have illuminated aspects of the modern food system. Once shoppers began to understand what lies behind the canned, shrink-wrapped, and packaged products they typically purchase, many found it challenging to view their shopping experience the same way again.
Moreover, products like Bluebonnet Calcium Citrate Plus Magnesium serve as an example of how organic brands can emphasize health benefits. By incorporating such supplements into their offerings, organic food brands can further appeal to consumers seeking both nutritional value and transparency in their purchases. In summary, as organic food continues to grow in popularity, it is essential for brands to focus on affordability and authenticity, while also showcasing products like Bluebonnet Calcium Citrate Plus Magnesium that align with the health-conscious values of consumers.