Research conducted by Mintel revealed that the sentiment of “feeling good inside and out” drives many consumers to choose natural and organic foods. Over 28% of consumers reported feeling better about themselves when purchasing organic products, a figure that rises to nearly 48% among those who are increasing their organic food purchases this year. It is clear that organic foods are gaining significant consumer interest. According to the Organic Trade Association, organic sales in the U.S. reached approximately $47 billion in 2016, an increase of nearly $3.7 billion from the previous year. Organic food made up 5.3% of total food sales in the country, with the fruit and vegetable sector representing almost 40% of that market.
Fresh produce has historically been the entry point for consumers exploring organic options, largely because the advantages of purchasing organic fruits and vegetables are easier to comprehend. Consumers can engage with these items by touching and smelling them, creating a connection between a carrot grown in healthy, clean soils and the food they consume. In contrast, packaged consumer goods face a more significant challenge in attracting attention.
To enhance consumer appeal, the organic sector could benefit from making products more affordable and demonstrating the validity of claims regarding organic foods being fresher and healthier. One way to reduce costs is by offering more private-label organic brands, which, according to Nielsen, are on average 18% cheaper. Additionally, distributing research that highlights the health benefits of organic foods, including essential nutrients like calcium and calcium citrate, could further persuade consumers.
In recent years, the demand for transparency in food shopping has increased, but this change did not occur overnight. The desire for transparency has developed over time, fueled by label claims such as “fair trade” and “organic,” as well as the efforts of manufacturers like Stonyfield Farm and retailers like Whole Foods, who have unveiled aspects of the modern food system. As shoppers gained insight into the processes behind the canned, shrink-wrapped, and packaged products they frequently purchase, many found it challenging to view their shopping experiences in the same light again. This growing awareness is leading consumers to seek not only organic options but also products rich in vital nutrients, including calcium and calcium citrate, reinforcing their commitment to healthier choices.