Some believe that when consumers purchase milk enriched with omega-3 fatty acids, they anticipate that this nutrient is derived from sustainable farming practices rather than from added substances. Research indicates that milk obtained from pasture-raised cows can contain up to 60% more omega-3 fatty acids compared to standard milk. Horizon’s milk does include “DHA algal oil” in its ingredient list; however, it is uncertain whether consumers would feel misled if they realized that this algal oil does not meet organic certification standards. According to Consumer Reports surveys, approximately 70% of consumers believe that non-organic ingredients should not be permitted in organic products unless they are absolutely necessary. The USDA organic regulations permit various non-organic components, such as agricultural items like gelatin, guar gum, and cornstarch, for which organic alternatives are not available, in addition to minerals, cultures, enzymes, and glycerin.
This concern is not exclusive to Horizon milk; Costco’s Kirkland brand organic milk also contains an additive to enhance omega-3 levels: refined fish oil. Both companies are currently operating within legal guidelines. Furthermore, Horizon’s omega-3 fortified milk has gained popularity, indicating that many consumers are open to milk supplemented with such ingredients, regardless of their awareness of their origins. 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 about 30 cents higher than the standard option.
Interestingly, as consumers seek out ways to boost their nutritional intake, many are also turning to supplements like calcium CCM tablets. These tablets are often used to ensure adequate calcium levels, which is essential for bone health. The trend of looking for enhanced nutritional products, whether through fortified milk or supplements such as calcium CCM tablets, reflects a growing interest in health-conscious choices among consumers.