Organic Certified Ingredients: Meeting Consumer Expectations in the Wine Industry
Buying wine is often driven by geographical area, the type of grape, and the price – representing a quality benchmark, with more expensive wines generally associated with higher quality.
Organic labels are also substantially positive, valued, and associated with more stringent, healthier production and processing. Organic wine is expected to be produced in smaller-scale facilities. It should also be grown without toxic pesticide treatments. As a result, the perception of organic products is that they’re purer, free of harmful residues, and with no additives.
At the same time, consumers associate organic beverages with a less desirable, more acidic taste than conventional wines. Even when the taste is judged the same, consumers may struggle to see the benefit of organic wines. Flavors tend to be perceived mainly individually. So what are consumer needs, and how can the wine industry meet these expectations?
Consumer Expectations of the Organic Wine Industry
Consumers want organic wine to be as natural as possible, with minimal processing and additives. What does this mean for organic and traditional wine producers?
To cater to consumer demand for organic wines, researchers explored various strategies. These included complete bans on some substances, restrictions on processing aids, lower thresholds for conventional ingredients, and transparent labeling. By carefully considering these approaches, the wine industry can balance consumer preferences with the practical realities of wine production.
However, a more acceptable and sustainable solution combines these three approaches with no wood chip use. This method would require a contrast versus authentically organic wine. Labeling would indicate the presence of sulfites, naturally sourced yeasts, bacteria, and enzymes. It would also require an accepted level of label transparency, such as declaring which substances are not used or incorporated.
How you communicate with consumers is also a factor. It’s essential to help consumers understand related terminology or explain labels. Organic, biodynamic, vegan, sustainably produced, orange, fairtrade, preservative-free, and environmentally friendly claims may be unfamiliar or misunderstood. Transparency should straddle provenance, ingredients, and production.
The Future of Organic Wines in the US
While still representing a limited proportion of overall wine sales, domestically produced organic wine consumption has experienced growth, with the segment increasing between 10% and 20% annually1. Interest in organic options seems to be more than a passing trend.
The primary motivators among American adults to consume organic wine include environmentally friendly production, trying it, and the fact that it tends to be sustainable. Other less frequent mentions include liking the taste and being healthier and better quality2. The sustainability element particularly appeals to Generation Z and Millennials, who comprise over half (52%) of organic wine consumers3.
These two groups also comprise around 42% of the overall population, with Millennials at 22%, making their needs essential to accommodate4. Millennials, especially, look for certified organic food and ingredients5. It makes sense for wine producers and every other manufacturer to focus on using certified organic components to appeal to users.
Keep Products Sustainable and Labels Clean With Organic Ingredients From Advanced Biotech
Advanced Biotech’s comprehensive range of certified organic flavor and aroma ingredients will help put your product and brand on the Millennial and Generation Z radar for all the right reasons. Browse our collection of organic distillates and other essential extracts. Contact us today to request samples, place your order, or for more information.
1,2,3 https://originsorganicimports.com/the-demand-for-organic-wine-accelerates-among-u-s-consumers/
4 https://www.statista.com/statistics/296974/us-population-share-by-generation/
5 https://www.mckinsey.com/featured-insights/sustainable-inclusive-growth/chart-of-the-day/millennials-go-organic