 Trend watchers have gazed into their crystal balls and predict that consumers who opt to go natural are in for a real treat. In addition to more widespread availability of organic foods, the experts see expanding choices in baby foods and cause-related products, plus innovations in products such as sweeteners and dietary supplements. These developments are the result of surging consumer demand for natural and organic products. U.S. sales of organic foods and beverages have grown from around $1 billion in 1990 to an estimated $20 billion in 2007, according to the Organic Trade Association (OTA). Holly Givens, the OTA’s public affairs adviser, anticipates approximately 18 percent growth for organic food products this year alone.
The fastest-growing categories are meat and dairy products, followed by fruits and vegetables, and bread and grains. “These are all staple products in a lot of people’s diets,” Givens says. “There are more people choosing organic products or increasing the types of organic products they’re putting in their cart when they shop.” Other trends the experts foresee:
Alternative sweeteners. “We’ll see a big change in the ingredients we use to sweeten our products,” says Maryellen Molyneaux, president of and partner in the Natural Marketing Institute, a consulting and research company specializing in the health and wellness markets. Instead of standard cane sugars and corn syrups, she predicts we’ll see more products made with lighter natural sweeteners like agave, from the same plant used to make tequila; stevia, made from an herb found in Mexico and Central and South America; and erythritol, a natural sweetener fermented from sugar.
Foods with specific benefits. “We’ll continue to see more condition-specific or benefit-specific products, both in functional products—foods and beverages—as well as dietary supplements,” Molyneaux says. Look for a focus on eliminating allergens and improving immunity, digestion and brain function.
Baby foods and formulas. “For a lot of families, having a child is a time when they want to make sure their diet is tip-top, so they choose organic products,” says Givens. At a recent trade show she noticed a lot of interest in organic baby foods and children’s products.
More fair-trade and cause-related products. “Consumers are more willing to consider others in their decisions,” Molyneaux says, leading to an influx of products from companies guaranteeing a fair wage for growers. Other products forge connections to charities like Habitat for Humanity.
Products from transitional organic growers. Farmers have to go chemical-free for three years to achieve full organic certification. Until they hit that milestone, some promote and sell “transitional” products at a slight premium to help recover the cost of making the change, Molyneaux says.
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