What you need to know

While the majority of consumers shop for a combination of mainstream and natural/organic foods and beverages, the segment that exclusively seeks natural and organic remains very small. Interest in organic products continues to resonate with certain demographics, specifically younger adults and parents, over others. Lack of regulating “natural” claims is lessening the presence on new product labels. Confusion over non-GMO versus organic certifications is a barrier to accelerated growth for organic. However, concerns with general health and wellbeing, as well as the health of the planet, bode well for the continued growth of the natural/organic market.


This Report builds on the analysis presented in Mintel’s The Natural/Organic Food Shopper – US, July 2017 and Organic Food and Beverage Shoppers – US, March 2015. 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.

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