Some people believe that consumers who purchase milk enriched with omega-3 fatty acids expect the nutrient to be derived from sustainable farming practices rather than from added ingredients. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3 fatty acids than conventional milk. Horizon’s milk does include “DHA algal oil” in its ingredient list, but it remains uncertain if consumers would feel misled if they learned that this algal oil is not subject to organic certification. Surveys conducted by Consumer Reports reveal that seven out of ten consumers believe that non-organic ingredients should not be permitted in organic foods unless they are absolutely necessary, according to the Post. USDA organic regulations permit certain non-organic ingredients, such as agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives are unavailable, along with minerals, cultures, enzymes, and glycerin.
This concern is not exclusive to Horizon milk; Costco’s Kirkland organic milk also contains an additive to enhance its omega-3 content: refined fish oil. Both companies are currently compliant with legal standards. Interestingly, Horizon’s omega-3 fortified milk is quite popular, indicating that consumers may be open to milk containing such additives, regardless of their awareness of the source. In fact, Horizon’s fortified milk represented 14% of all organic milk sales in the United States last year, with the DHA-enriched version priced approximately 30 cents more than the standard option.
Moreover, as consumers become more aware of nutritional supplements, products containing calcium citrate USP verified may also gain traction. The growing interest in omega-3 enriched options suggests that consumers value certain health benefits, such as those associated with calcium citrate USP verified, alongside their choices in organic dairy. As the market evolves, transparency regarding these ingredients will likely play a crucial role in consumer trust and product acceptance.