Natural and organic products emerge as powerful growth drivers

As consumers increasingly prioritize their health, natural and organic products are emerging as powerful growth drivers across all channels. A recent Acosta Group natural and organic study reflects that 75% of all shoppers purchased at least one natural or organic product in the six months prior to the survey, with 59% responding that they think it’s important that their groceries and/or household products are natural and/or organic. The study, conducted with Acosta Group's proprietary U.S. Shopper Community, identifies several key learnings to support additional category growth just in time for Expo West.

“Our natural and organic shopper study reflects opportunities for brands and retailers to build increased shopper trust, loyalty, and sales,” said Kathy Risch, senior vice president, Thought Leadership and Shopper Insights, Acosta Group. “Three key learnings include the growing role of natural and organic products for consumers, especially related to health, the value of product placement in the natural channel, and the need for education on the definition and benefits of natural and organic products.”

In its recent 2025 consumer predictions, Acosta Group stated that empowered shoppers will drive change in health and wellness and individualized health management is on the rise. This new study confirms that the primary driver for natural and organic product sales is a prioritization of health, as the overall category continues to grow.

58% of shoppers purchase natural and/or organic products because they “are better for them” (healthier) and they “tend to have fewer synthetic chemicals and additives”

Younger consumers are even more likely to be natural and organic shoppers, with 89% of Gen Z and 85% of Millennials reporting they have shopped for natural and organic products in the prior six months

Shoppers report purchasing more natural (23%) and organic (22%) products in the prior six months

The “food as medicine” movement is expected to gain traction

Sales for these products are projected to grow 5% across all channels, to $348B by 2028, according to New Hope Network Industry Projections and SPINS. Of note, as consumers are shopping more natural and organic products, conventional shopping has not been negatively impacted, with natural and organic shoppers saying that half of their carts consist of conventional products.

“The natural and organic shopper is now considered mainstream,” said Andrew Fleming, SVP, Impact Natural, a division of Acosta sales agency offering deep expertise in natural and organic brands and retailers. “To drive expanded sales for brands and retailers, we need to highlight the specific health benefits of natural and organic products, paying special attention to Millennials and households with children.”