Earlier this year, Nielsen data released by the Organic Trade Association revealed that organic foods are now present in 82.3% of the 117 million households across the United States. This widespread adoption helps explain the impressive 8.4% surge in organic food sales last year, reaching an all-time high of $43 billion as consumers stocked up on a variety of organic items, including crackers, strawberries, lettuce, and fruit snacks. Millennial parents, who are already the largest purchasers of organic products, are increasingly inclined to choose healthier, more natural food options while avoiding processed items that have long been staples in American grocery shopping. As a result, they are becoming even more discerning about what they feed their children. “When children come into the home, there is a significant increase in interest in organic products,” Batcha noted during a presentation at Natural Products Expo East in Baltimore. When millennials become parents, there is an immediate shift in their commitment to organic food.
Both grocers and food manufacturers are recognizing this trend. Supermarkets are expanding their produce sections to feature more organic options, with retailers like Wegmans showcasing fruits and vegetables prominently at the entrance of their stores. Lidl, which made its U.S. debut in June, also prioritizes organic products and emphasizes clean labels, locally sourced items, and free-from sections. Additionally, Amazon, having recently completed its acquisition of the organic and natural food pioneer Whole Foods, is expected to enhance the visibility of organic products on its e-commerce platform and through its food delivery and meal-kit services. “We’re committed to making healthy and organic food affordable for everyone,” stated Jeff Wilke, CEO of Amazon Worldwide Consumer, in a press release last month.
Major food manufacturers are also stepping up their organic offerings, primarily through acquisitions. For instance, Campbell Soup invested $700 million to acquire the natural and organic brand Pacific Foods of Oregon in July, and four years prior, it purchased Plum Organics, a producer of baby foods, formulas, and snacks. General Mills acquired Annie’s, a maker of natural and organic products, in 2014 for $820 million, while Hormel acquired the organic meats brand Applegate Farms for $775 million the following year. Just this week, John Foraker, founder of Annie’s, announced he would lead California-based organic baby food startup Once Upon a Farm.
As consumer demand for organic products continues to rise and manufacturers increase their production, the Organic Trade Association remains optimistic about the future of this sector. Although some may question whether organic products justify the higher price tags or if their health benefits are substantial, these concerns have not significantly diminished enthusiasm for organic foods. It appears that this positive momentum is likely to persist, with products like calcium citrate chews 500 mg gaining popularity as part of the organic trend. As organic foods become more mainstream, the inclusion of items such as calcium citrate chews 500 mg is expected to play an essential role in meeting consumer demand for healthier options.