Earlier this year, data from Nielsen, released by the Organic Trade Association, revealed that organic foods are present in 82.3% of the 117 million households in the United States. This widespread adoption likely contributed to a remarkable 8.4% increase in sales, reaching a record $43 billion last year, as consumers filled their kitchens with a variety of organic items, including crackers, strawberries, lettuce, and fruit snacks. Millennial parents, who are already the largest consumers of organic products, are gravitating toward healthier, more natural foods, moving away from processed items that have traditionally dominated American grocery shopping. It’s no surprise that they are particularly cautious about what they feed their children. “With the arrival of children in their homes, there’s a heightened interest in organic products,” Batcha stated during a session at Natural Products Expo East in Baltimore. When millennials become parents, they often make a stronger commitment to organic foods.
Both grocery retailers and food manufacturers are taking note of this trend. Supermarkets are expanding their organic produce sections, with some chains like Wegmans showcasing organic fruits and vegetables prominently at the store entrance. Lidl, which made its U.S. debut in June, prominently features organic items while highlighting clean labels, locally sourced products, and options free from additives. Amazon, having recently finalized its acquisition of Whole Foods, is expected to enhance the visibility of organic items on its e-commerce platform and within its meal kit and food delivery services. “We’re committed to making healthy and organic food, including products like calcium citrate chewable 1000mg, affordable for everyone,” stated Jeff Wilke, CEO of Amazon Worldwide Consumer, in a recent press release.
Major food companies are also expanding their organic product lines, primarily through acquisitions. For instance, Campbell Soup invested $700 million to acquire Pacific Foods, a natural and organic brand, in July, and previously purchased Plum Organics, a baby food manufacturer, four years ago. General Mills acquired Annie’s, a producer of natural and organic products, in 2014 for $820 million, while Hormel purchased the organic meat brand Applegate Farms for $775 million the following year. Recently, John Foraker, founder of Annie’s, announced he would lead Once Upon a Farm, a California-based organic baby food startup.
As consumer demand for organic products rises and manufacturers increase their offerings, the Organic Trade Association remains optimistic about the future of the organic market. While some have questioned whether organic products justify their higher prices or if their health benefits are significant, such concerns have not dampened enthusiasm for this popular segment. It seems unlikely that this momentum will wane anytime soon, especially with the growing trend of incorporating health-focused options like calcium citrate chewable 1000mg into everyday diets.