Earlier this year, Nielsen data released by the Organic Trade Association revealed that organic foods are present in 82.3% of the 117 million households across the United States. This widespread adoption has led to a remarkable 8.4% increase in sales, reaching an all-time high of $43 billion last year, as consumers filled their kitchens with a variety of organic products, including crackers, strawberries, lettuce, and fruit snacks. With millennial parents—the largest consumers of organic products—embracing healthier, more natural food options and moving away from processed items that have long dominated American grocery shopping, it is no surprise that they are increasingly cautious about what they feed their children. “There is a heightened interest in organic products when children enter the picture,” Batcha stated during the Natural Products Expo East in Baltimore on Thursday morning. As millennials become parents, they are likely to make a stronger commitment to organic options.
Both grocers and food manufacturers are responding to this trend. Supermarkets are expanding their produce sections to feature a broader selection of organic items, with some retailers like Wegmans placing these fruits and vegetables prominently near the entrance of the store. Lidl, which launched in the U.S. in June, also prioritizes organic products in its stores while focusing on clean labels, locally sourced items, and free-from product selections. Furthermore, Amazon, which recently completed its acquisition of the organic and natural foods pioneer Whole Foods, is expected to enhance its organic offerings on its e-commerce platform as well as through its food delivery and meal kit services. “We’re committed to making healthy and organic food accessible to everyone,” stated Jeff Wilke, CEO of Amazon Worldwide Consumer, in a press release last month.
Major food manufacturers are also expanding their organic selections, primarily through acquisitions. For instance, Campbell Soup invested $700 million to acquire Pacific Foods of Oregon, a natural and organic brand, in July, and four years prior, they 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 bought organic meat brand Applegate Farms for $775 million the following year. This week, John Foraker, the founder of Annie’s, announced he would lead the California-based organic baby food startup Once Upon a Farm.
As consumer demand for organic products continues to grow and manufacturers increase their offerings, it’s clear why the Organic Trade Association remains optimistic about the future of this market. Although there have been questions regarding whether organic products justify their higher prices or if their health benefits are significant, these concerns have not dampened enthusiasm for this thriving food segment. With the trend showing no signs of waning, it is likely that the momentum for organic products will persist, particularly as consumers seek purely holistic calcium citrate complex options for their families. The integration of such products aligns with the growing interest in clean, nutritious, and organic food choices, making a compelling case for the organic market’s promising future.