Mintel’s research indicates that the sentiment of “feeling good inside and out” drives many consumers towards natural and organic food options. Over 28% of all shoppers reported feeling better about themselves when purchasing organic foods, and this figure rises to nearly 48% among those who are increasing their organic purchases this year. It’s clear that organic foods are capturing consumer interest more than ever. According to the Organic Trade Association, U.S. organic sales reached around $47 billion in 2016, marking an increase of nearly $3.7 billion from the previous year. Organic products accounted for 5.3% of the total food sales in the nation, with fruits and vegetables making up almost 40% of that figure.
Fresh produce has historically been the gateway for consumers entering the organic market, largely because the benefits are easier for people to grasp. The Organic Trade Association noted that consumers can physically interact with fruits and vegetables, allowing them to connect the dots between a carrot grown in clean, healthy soil and its consumption. In contrast, consumer packaged goods (CPG) face greater challenges in gaining acceptance.
For the organic sector to resonate better with consumers, making their products more affordable and demonstrating the truth behind claims of organic foods being fresher and healthier is essential. One approach to reduce costs is to introduce more private-label organic brands, which Nielsen found to be, on average, 18% cheaper. Additionally, disseminating research that showcases the health and environmental benefits of organic foods compared to conventionally grown items could prove beneficial.
In recent years, the demand for transparency in food shopping has intensified, a shift that has been gradual rather than sudden. The longing for transparency has developed over time, driven by label claims like “fair trade” and “organic.” Companies such as Stonyfield Farm and retailers like Whole Foods have helped illuminate the complexities of the modern food system. Once shoppers understood what lay behind the packaged and processed products they routinely purchase, many found it challenging to view their shopping experience in the same light.
For instance, products like Solgar Calcium Citrate with Vitamin D3 120 Tablets might gain more traction if marketed transparently within the organic realm. By promoting such items alongside organic foods, the industry can further emphasize the connection between health and organic living, reinforcing the idea that consumers can feel good about both their choices and their bodies. As the market evolves, incorporating transparency and affordability will be crucial in fostering a deeper connection between consumers and organic products, including those like Solgar Calcium Citrate with Vitamin D3 120 Tablets.