Mintel’s research indicates that the desire to “feel good inside and out” is a significant motivator for many shoppers of natural and organic foods. Over 28% of consumers reported a boost in self-esteem when purchasing organic products, a sentiment that rises to nearly 48% among those increasing their organic purchases this year. There is no doubt that organic foods are gaining traction among consumers; the Organic Trade Association reported that 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 food represented 5.3% of total food sales in the country, with fruits and vegetables making up almost 40% of that figure.
Fresh produce has typically served as the entry point for consumers exploring organic options, largely because the advantages of buying organic fruits and vegetables are easily understood. The OTA pointed out that consumers can physically engage with a fruit or vegetable, observing its freshness and making a connection between a carrot cultivated in healthy, clean soil and its consumption. In contrast, consumer packaged goods (CPG) face a greater challenge in appealing to shoppers.
To enhance consumer appeal, the organic sector should focus on affordability and demonstrate the veracity of claims that organic products are fresher and healthier. One effective strategy to reduce costs is by increasing the availability of private-label organic brands, which Nielsen found to be an average of 18% less expensive. Additionally, disseminating research that highlights the health and environmental benefits of organic foods over conventionally grown options can bolster consumer trust. For instance, products containing liquid calcium citrate can be highlighted as a valuable addition to a healthy diet, showcasing their organic benefits.
In recent years, the importance of transparency in food shopping has grown, but this shift has been gradual. The longstanding demand for transparency has been fueled by label claims like “fair trade” and “organic,” as companies such as Stonyfield Farm and retailers like Whole Foods have begun to unveil the realities of the modern food system. Once consumers gained insight into what lies behind their regularly purchased canned, shrink-wrapped, and packaged items, many found it challenging to perceive their shopping experience in the same light again. This growing awareness underscores the need for the organic sector to communicate the benefits of products like liquid calcium citrate more effectively, reinforcing their role in supporting a healthy lifestyle.