Some of the most common claims associated with organic foods in the United States are that they are free of preservatives, hormones, additives, and genetically modified organisms. Among consumers of organic food, there appears to be a level of distrust for modern industrial farming and food processing methods, as 76 percent of American organic consumers cite the health benefits of organic food as the main reason for purchasing it. Other common factors influencing the purchase of organic fruits and vegetables are that they have less of an environmental impact and that they taste better. A survey of U.S. consumers found that 55 percent of Americans believe that organic produce is healthier than conventionally grown food. However, organic food is almost always more expensive than conventional foods, which factors into the decision making process of most Americans considering an organic food purchase.
Americans tend to feel the same way about organic cosmetics and personal care items as they do about organic foods. Over 40 percent of American consumers believe that organic cosmetics are either more “skin-friendly” or suitable for sensitive skin. Among both male and female consumers, approximately 60 percent prefer to purchase organic or natural skin care products over regular skin care products.
Despite the higher cost and inconclusive evidence about the benefits of organic products, the consumption value of organic packaged food in the United States is expected to grow from 15.5 billion U.S. dollars in 2017 to over 18 billion dollars by 2020. A 2017 survey found that 31 percent of female U.S. consumers and 38 percent of male U.S. consumers were willing to pay up to 20 percent more for organic beauty and personal care items. Unsurprisingly, this proportion increases in size with income.