What you need to know

The natural and organic food market is supported by loyal consumers who associate these products with health and social consciousness. Younger adults are seeking higher standards from products across the board, and will continue pushing brands to go beyond natural and organic by ensuring factors such as ethical treatment of workers and sustainable ingredient sourcing. While the recession may lead some fringe users to swap in more conventional items, many devoted users will find ways to keep natural and organic products in their budget.

Key issues covered in this Report

  • For loyal consumers who purchase natural and organic products regularly, health associations will make these offerings more important than ever during the pandemic.

  • While the recession may lead some less-devoted natural and organic shoppers to lean on more conventional items, many will find ways to keep these products in their budget.

  • Private label products have an opportunity to gain market share and win customers, especially among younger adults.

  • Many non-users just don’t see the value in natural and organic products, and brands will need to accept this limitation.

This Report was written June 12-July 21, 2020


This Report builds on the analysis presented in Mintel’s The Natural and Organic Food Shopper – US, July 2019. It analyzes and offers insights into the attitudes, concerns and behaviors of those who purchase and/or consume foods and beverages labeled as organic and natural/all-natural.

For the purposes of this report, organic products are defined as those that are certified as organic under the guidelines set forth in the USDA National Organic Program (NOP). USDA standards prohibit the use of many substances, including: toxic and synthetic pesticides/fertilizers, GMOs, antibiotics, synthetic growth hormones and artificial ingredients such as flavors, colors and preservatives.

The terms “natural” or “all natural” or do not have standard industrywide definitions, nor are they regulated by the USDA. However, in general, “natural” refers to foods and beverages that are free of artificial ingredients including sweeteners, flavors, colors and preservatives.

The Report covers trends in natural and organic products across categories rather than a defined natural/organic market.

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