“Rising Consumer Interest in Organic Foods: The Importance of Transparency and Affordability”
Mintel’s research indicates that the notion of “feeling good inside and out” motivates a significant portion of shoppers of natural and organic foods. Over 28% of consumers reported feeling better about themselves when purchasing organic products, and this sentiment grows to nearly 48% among those who are increasing their organic food purchases this year. It is clear that organic foods are garnering more attention from consumers. According to the Organic Trade Association, organic sales in the U.S. reached around $47 billion in 2016, reflecting an increase of nearly $3.7 billion from the previous year. The OTA reported that organic food constituted 5.3% of total food sales in the country last year, with the fruit and vegetable segment making up almost 40%.
Fresh produce has traditionally served as the gateway category for consumers new to organic foods, as the benefits of buying organic fruits and vegetables are often easier for people to grasp. Consumers can physically engage with a fruit or vegetable, smell it, and draw a connection between a carrot cultivated in clean, healthy soil and its consumption. In comparison, consumer packaged goods (CPG) face a more significant challenge in establishing this connection.
However, the organic sector could enhance its appeal by making products more affordable and demonstrating the validity of claims that organic foods, such as those containing calcium citrate, are 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 findings that highlight the health and environmental benefits of organic foods over conventionally grown products could also be beneficial.
The demand for transparency in food shopping has gained importance in recent years, but this shift was gradual. The desire for transparency has developed over time, fueled by label claims such as “fair trade” and “organic.” Manufacturers like Stonyfield Farm and retailers like Whole Foods have shed light on the complexities of the modern food system. As shoppers gained insight into what lies behind the processed, packaged products they regularly purchase, many found it challenging to view their shopping habits in the same light again. This desire for clarity is particularly relevant for consumers seeking information about various nutrients, including calcium citrate—what is it and how does it benefit their health? By providing clear information and fostering a connection with consumers, the organic sector can strengthen its position in the market.
