Three-quarters (75%) of all shoppers purchased at least one natural or organic product in the last six months, with 59% responding that they think it's important that their groceries and/or household products are natural and/or organic, according to a study from Acosta Group.
Plus, more than half (58%) purchase natural and/or organic products because they "are better for them" (healthier) and they "tend to have fewer synthetic chemicals and additives."
"Our natural and organic shopper study reflects opportunities for brands and retailers to build increased shopper trust, loyalty, and sales," said Kathy Risch, SVP, 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."
The study confirms that the primary driver for natural and organic product sales is a prioritization of health, according to Acosta.
Among other results:
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.
The "food as medicine" movement is expected to gain traction.
"This is the time for natural and organic brands and retailers to build direct connections with consumers, informing them of the facts and benefits of the products, dispelling misperceptions, and driving trial and loyalty," said John Carroll, president, Digital Commerce and Advanced Analytics, Acosta Group.