The market for organic products is dynamically changing and demand exceeds supply in many cities. The organic category is becoming more accessible and customer-friendly, which the major organic players are doing in terms of product innovations, value additions, and new offerings to take the market to the next level of growth and expansion.
In recent times, the organic food category has become a predominant trend around the world. Awareness of the benefits of organic food and its ethical and safe production has become a dazzling consumer trend, spurring consumers to start shopping differently than they have been doing so far.
According to the US Department of Agriculture, “Organic agriculture is an organic production management system that promotes and enhances the biodiversity, life cycle, and biological activity of the soil. It is based on the minimum use of non-agricultural inputs and on management particles that restore, maintain and improve ecological harmony ”.
However, the use of chemicals and other artificial agents to ripen fruits and retain the freshness of vegetables is endemic and ubiquitous. Organic food companies are trying to change this trend by offering a wide range of organic, natural and healthy products, increasing awareness about organic benefits and their health benefits and interacting with and explaining to customers about organic products and their methods. of production. identifying organic labels, etc.
Thanks to those efforts, little by little, organic products are becoming a lifestyle choice and an ideological statement. The increased interest in organic food is also simply because it tastes better. Farmers use traditional varieties of seeds, and organic foods are grown in traditionally suitable growing areas, delivering the true flavor of the product, as opposed to the synthetic flavor of crops that are produced with artificial inputs.
Although organic foods are obviously more expensive than the usual variants of synthetic products, market figures show that consumers do not mind spending the extra money for better nutrition. In keeping with this growing trend of consuming organic products, organic producers in India have engaged in product manufacturing with the help of local villagers and farmers.
Today, as the damaging effects of the increasing use of chemicals in agriculture become obvious and evident, many of these concerns are being raised by environmentalists and health professionals. "Since environmentalists began to raise awareness, consumer tastes and preferences have begun to change, leading to a national and global increase in demand for organic products," say Aditi Gokhle and Aman Singal, co-founders, everybody. Things Organic, an online platform that focuses on the best organic brands and also sells its own homemade brand ‘Organic Origins’ that encompasses fruits, vegetables and groceries.
Echoing a similar sentiment is Jatin Khurana, Director, A.T.P. Mart, a natural, gluten-free and organic shop in Delhi, operating both offline and online: “Today, many people are becoming health conscious and they are switching to a disciplined and healthy lifestyle. People want to have chemical-free food on their plates and therefore many of them are switching their entire grocery shopping to organic and natural products. " At the same time, consumers are also becoming conscious and selective about grocery products.
“Organic is a natural fit with the burgeoning health and wellness sector in India, as evidenced by the growing number of health gyms, spas, nutritionists, dietitians, Ayurveda centers, etc. Natural and healthy is in demand, and organic is a natural fit with these two concepts, "say Varun Gupta and Nidhi Gupta, founders of Bangladesh-based Pro Nature Organic Foods Pvt. Ltd., which has introduced a range of organic superfoods such as quinoa, flax seeds, wheat bran, wheatgrass powder, among other products.
The rise and growing popularity of superfoods is the growing trend in today's food industry and there are clear signs of increased use of superfoods in people's diets as well as healthy breakfast options.
“Organic breakfast cereal is one area of focus. We are seeing a great follow-up and growth in products such as quinoa, moringa, chia, etc. Observing these trends, we have introduced a new product line in our superfood category, which is growing steadily, "says Surya Shastry, MD, Phalada Agro Research Foundation Pvt. Ltd, which operates the 'Pure & Sure' brand. Based in Bangalore, the company also offers comprehensive solutions for organic agriculture, from the manufacture of organic fertilizers to the sale of certified organic food products, including its range of more than 110 products that generate organic spices, legumes and grains, oils. , sweeteners, beverages and superfoods.
By Sanjay Kumar
Original article (in English)