Interest in natural and organic products continues to grow and sales are expected to reach $348 billion by 2028. Recent research shows that even when it means consumers need to spend more on food, they are increasingly choosing organic foods to promote better health.
Let’s take a closer look at why consumers prioritize organic foods and ingredients and how food companies emphasize the health of their products.
Organic natural foods related to health
According to Research from the Organic Trade Association (OTA)Health benefits are the main factors in organic purchasing, especially among younger consumers. Sustainability is becoming more important to younger generations, but the benefits of organics to individual health and nutrition outweigh the environmental benefits of purchasing decisions.
Recent Acosta Group Research Repeat this health-driven decision. 58% of shoppers surveyed said they would buy natural and organic products because they thought they were healthier and had fewer synthetic chemicals and additives.
Young consumers are more likely to value organic matter
Millennials and Generation Z are the most health-conscious organic consumers, and their numbers are increasing – 89% of Gen Z, 85% of millennials Recently purchased natural and organic products Almost 90% of Gen Z shoppers Either organic dedicated or relatively new consumers.
These younger generations are leading the movement towards natural and organic shopping.
Why certification is important
That’s the case for certain demographic groups You are more likely to check food labels for certification – 31% of parents, high-income consumers, and millennials, and 34% of Gen Z consumers, “always” for certified food labels “frequently” compared to 27% of consumers I’m reporting to check.
Looking at USDA organic labels on the packaging gives shoppers more instant credibility than any other certification. 9 in 10 consumers are familiar with organic labelsit makes it one of the most recognized food certifications.
However, there is some degree of disconnect between those that include USDA organic certification. “Free” claims, especially those looking for products made without pesticides, GMOs, synthetic hormones, or antibiotics, can purchase products with these specific claims rather than certified organic products It may be highly sexual. OTA Survey Consumers often do not recognize that by their nature the USDA organic label meets these “from freedom” expectations. So, while organic certification still resonates with consumers, there is room for education on what USDA Organic certification encompasses.
Challenges, brand opportunities
According to Acosta Group Researchtoday’s consumers are increasingly skeptical of traditional marketing claims, and instead want authentic, reliable information about food. This trust gap creates a strategic opening for brands willing to invest in strict certifications like USDA Organic.
Food companies clearly communicate the comprehensive benefits of organic certification – especially how they naturally deal with multiple consumer concerns, such as pesticides, non-GMOs, and antibiotic-free production, are the ones who are involved in busy markets. You can distinguish yourself. Educational marketing explaining certification standards helps consumers understand the full value proposition of organic products and justify premium pricing.
For manufacturers targeting young demographics, emphasizing both the health benefits of individuals and the sustainability aspects of organic production creates a strong double appeal. Companies that successfully integrate organic certification into a broad brand story (connecting transparency, quality control and environmental stewardship) will build lasting loyalty among health-conscious consumers and forecast by 2028 It is in a position to gain an increased share of the $348 billion natural product market. .
