Myths related to organic food and why it remains the best option

01/7The growing demand of organic food

With growing consciousness amongst people about the side effects of artificial chemicals on food production, people are getting inclined towards organic food. The sector is gaining significant acceptance from masses where the demand is not only confined to urbanites of metro cities, but is gaining rising momentum from even Tier 2 and 3 cities.A recent report states that the organic products market in India is growing at a CAGR of 25% and is expected to touch INR 10,000 - 12,000 crore by 2020 from the present market size of INR 4000 crore. Changing consumer behavior, growing awareness amongst people, easy accessibility to product information, value for money, trust and credibility are some of the key factors impacting the growing demand for organic food.

02/7​Myths surrounding organic food

Industry trends have shown that with growing popularity in a product, trend or belief, there is usually a parallel growth in myths and misconceptions around it. The organic food industry in India has been witnessing its share of myths in the last five years. Here are such myths which negatively impact consumer sentiment and can build pessimism towards organic food consumption.

03/7Uncertainty around organic food labeling

Myths around organic food labeling are one of the most heated topics of discussion. Consumers are uncertain about the credibility of labels. Usually, the label stating 95% of organic ingredients highlight some amount of pesticide content in it. Similarly, ‘Made with organic ingredients’ usually means that 70% of the ingredients are organic, and ‘100% Organic label’ suggests that the food product grown is organically grown and produced.

04/7Organic food is a marketing strategy

There has been a growing perception that organic food is a marketing strategy, where the food hardly offers any additional health benefit, but it is sold at higher market prices. Research proved that the level of toxins and pesticides in organic food is significantly less than conventionally grown food. In addition to this, organic food does not involve traditional farming but combines scientific methods of ecology and modern technology which helps in creating food safety, biodiversity and in building the best produce.

05/7​Organic food is too expensive

While organic food is gaining popularity, there is a downtrend which comes with the consumer perception of the food being highly priced. It is true that in some stores or big retail chains, brands and retailers put a premium price on the products, but there are stores and markets where one can buy organic food at the same price or a negligibly higher price, which does not impact the affordability of consumers. There is also some organically produced food which costs less than its non-organic counterpart.

06/7​There are no significant nutritional benefits in organic food

While both organic and conventional food may be at a similar risk of bacterial contamination; organic food over the years has proved its worth in terms of higher nutritional content. As per reports and studies, organic food provides significantly higher levels of vitamin C, iron, magnesium, and phosphorus. Organic food is also significantly lower in nitrates and pesticide residues, has greater antioxidant activity, and is more potent in suppressing toxic compounds.

07/7​Bottomline

While organic food is expected to turn out into a huge market in India, it is important that consumers are aware of the industry. The organic industry lacks the trust and this can be created by providing the right messaging, resources, technology and stringent punishments for the offenders.The government can act as a catalyst with the right kind of regulations and initiatives.