With the emergence of the COVID-19 pandemic, consumers are largely eating at home—and organic dairy sales are benefitting.
According to a report, “Unpacking Interest in Organic Foods Q2 2020,” from Los Angeles-based DISQO, interest in organic food is growing as more people stay at home. The report found that 58% of people surveyed in early April said that they care about whether their food is organic, which is up from 55% in February. Meanwhile, interest in eating organic dairy rose 16% in just two months, February to April.
Perception of organic as beneficial to immunity and overall health is behind the trend; parents in particular want quality nutrients and avoidance of pesticides.
Organic companies are seizing opportunities to satisfy these preferences—Horizon Organic rolled out its “Growing Years” milk containing DHA, prebiotics and choline to support brain health and immunity for children. Organic Valley introduced Ultra, the first organic ultrafiltered milk, with 50% more protein and 50% less sugar than regular milk. Stonyfield Organic’s Daily Probiotics, 3.1-oz shots filled with fruit, support digestive health.
Sustainability and organic’s “halo effect” are strong purchasing factors. “Grazing promotes soil health by restoring its carbon content, captures carbon dioxide from the air through photosynthesis and [is seen as] the most effective mechanism known…in addressing global warming,” explained Albert Straus of Straus Family Creamery. Rumiano Cheese is launching a brand of consciously-produced grass-fed dairy and plant-based foods.
With some worry that organic standards are not being met, particular brands are building trust through added certifications such as Non-GMO Project Verified and Animal Welfare Certifed.
Supply chain challenges, labor shortages, and unpredictable demand are evident in the industry. Companies are carefully monitoring consumer purchase patterns as the crisis unfolds—with e-commerce likely to be a permanent fixture.
Source: Dairy Foods Magazine
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