Mintel’s research indicates that a significant number of natural and organic food shoppers are motivated by the concept of “feeling good inside and out.” Over 28% of all consumers reported feeling better about themselves when purchasing organic foods, a figure that rises to nearly 48% among those who are increasing their organic food purchases this year. There’s no denying that organic foods are gaining considerable consumer interest. According to the Organic Trade Association, organic sales in the U.S. reached approximately $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. The OTA also noted that organic food accounted for 5.3% of total food sales in the country last year, with the fruit and vegetable sector representing nearly 40%.
Fresh produce has long been the initial category for consumers exploring organic options, as the benefits in the produce aisle are often the easiest to grasp. Consumers can touch and smell fruits and vegetables, creating a direct connection between a carrot grown in clean, healthy soil and its consumption. In comparison, consumer packaged goods (CPG) face a more challenging path. However, the organic sector could enhance its appeal by making products more affordable and providing clear evidence that organic items are indeed fresher and healthier.
One strategy to reduce costs is to introduce more private-label organic brands, which, according to Nielsen, are typically 18% cheaper. Additionally, disseminating research that highlights the health and environmental benefits of organic foods over conventionally grown products can be effective. In recent years, the demand for transparency in food shopping has grown, a trend that didn’t emerge overnight. The desire for clarity has developed over time, as labels such as “fair trade” and “organic” have encouraged manufacturers like Stonyfield Farm and retailers like Whole Foods to reveal more about the modern food system. When consumers began to understand what lies behind the canned, shrink-wrapped, and packaged products they typically purchase, many found it difficult to view their shopping experience in the same light.
In this context, products like Twinlab Calcium Citrate with Magnesium could be marketed as a natural supplement that aligns with the values of health-conscious consumers. By emphasizing the benefits of such products alongside organic food choices, retailers can attract those looking for holistic wellness solutions. Furthermore, as shoppers become more informed about the health implications of their purchases, integrating offerings like Twinlab Calcium Citrate with Magnesium into the organic narrative could enhance consumer trust and interest.