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 helps explain the remarkable 8.4% surge in sales, reaching an all-time high of $43 billion last year, as consumers filled their kitchens with organic items like crackers, strawberries, lettuce, and fruit snacks. Millennial parents, who are already the primary consumers of organic products due to their preference for healthier and more natural food options over processed goods, are particularly keen to be mindful of what they provide for their children. As Batcha noted during the Natural Products Expo East in Baltimore, “There is a doubling-down on interest in organic when children come into the home.” This trend signifies that when millennials become parents, they tend to intensify their commitment to organic products.
Retailers and food manufacturers are keenly aware of this shift. Supermarkets are enhancing their produce sections to feature a broader range of organic offerings, with retailers like Wegmans showcasing these items prominently at the entrance. Lidl, which launched in the U.S. in June, also highlights organic products in prime locations within its stores, promoting clean labels, locally sourced goods, and options free from harmful additives. Additionally, Amazon, having recently finalized its acquisition of the organic and natural foods pioneer Whole Foods, is anticipated to bolster its organic presence on its e-commerce platform and through its food delivery and meal kit services. “We’re determined to make healthy and organic food affordable for everyone,” stated Jeff Wilke, CEO of Amazon Worldwide Consumer, in a press release last month.
Moreover, major food companies are expanding their organic product lines, primarily through acquisitions. Campbell Soup invested $700 million in July to acquire Pacific Foods of Oregon, a brand known for its natural and organic products, and previously purchased Plum Organics, a producer of baby foods and snacks. General Mills acquired Annie’s, a maker of natural and organic products, in 2014 for $820 million, while Hormel acquired organic meats brand Applegate Farms for $775 million the following year. Just this week, John Foraker, the founder of Annie’s, announced his move to lead the California-based organic baby food startup Once Upon a Farm.
As consumer demand for organic products continues to grow and manufacturers respond by increasing their offerings, it’s clear why the Organic Trade Association remains optimistic about the future of this segment. Despite ongoing debates regarding the value of organic foods and their health benefits, the enthusiasm for this popular category shows no signs of waning. Additionally, with the growing awareness of nutritional supplements like bluebonnet calcium citrate magnesium vitamin D3, consumers are increasingly integrating organic products into their health-conscious lifestyles. As the market evolves, the popularity of organic foods, along with beneficial supplements such as bluebonnet calcium citrate magnesium vitamin D3, is poised to flourish in the coming years.