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10 Facts About Natural and Organic Product Consumers

  • Ann D'Adamo

Long before the pandemic, consumers were shifting toward healthier and better-for-you food and beverage options. Beyond the health benefits, they began to prioritize ethical and environmental impact and increasingly wanted transparency about how the foods were sourced, produced, and packaged. Similarly, consumers are demanding more from brands themselves – more transparency, diversity, and innovation. And, they expect a seamless experience from the moment they discover your brand on social media to engagement in-store. What else do you need to know about this consumer? Here are ten facts about natural and organic products consumers to get you started.

Understanding Natural and Organic Product Consumers

1. Almost half of consumers (48%) buy natural and organic products because they perceive them to be healthier and 18% purchase because they believe them to be pesticide-free. Fifteen percent say they buy organic/natural because it’s better for the environment and 9% because they just taste better. Other consumers say they just want to try something new or are following trends. (PLOS ONE Study)

2. Natural and organic shoppers tend to be educated high earners: most earn over $60K+ and have earned a college degree. (PLOS ONE Study)

3. Gen X and Millennials are the demographic groups most likely to purchase natural or organic products. Older Millennials are slightly more likely than younger Millennials to make these types of foods a priority (Statista)

4. Among GenX and Millennials, 37% of Gen X, 41% of older Millennials, and 39% of younger Millennials say they are willing to pay a premium for natural or organic products. (Statista)

5. Share of natural and organic is growing. More than a third of U.S. consumers say they purchased more organic food this year than in the previous years. (Statista)

6. The Organic Trade Association notes that a full 81% percent of families with kids say they purchase organic products at least sometimes.

7. States seeing the biggest increases in households reporting organic purchases are: North Dakota, South Dakota, Rhode Island, Wyoming, and Wisconsin.

8. Globally, 3-in-5 consumers say they want to know more about where their food comes from and how it’s made. This opens the channel for better brand storytelling around sustainability, farming methods, local producers, upcycling and sustainable packaging.

9. Nearly half of adults (46%) say they are snacking more during the pandemic. Plus, remote work at home has changed the way we eat, with 70% of millennials preferring snacking to meals. According to ingredients provider ADM, 31% of people are buying snacks focused on health, with 50% preferring snacks featuring beneficial ingredients. Consumers are looking for more functional benefits from foods. Vitamins, adaptogens, low/no sugar, high protein, antioxidants, immune-boosting, and other better-for-you and wellness-oriented trends will continue into 2022.

10. This trend is even impacting the beverage alcohol industry. According to Mintel, 44% of US alcohol drinkers say they try to “select the healthiest alcohol option,” and 44% also like to review the nutritional information before drinking, jumping to a sizable 57% of 22 to 54-year-olds.

Is your brand trying to reach natural and organic product consumers? Inspira’s experience connecting with CPG can benefit your brand. Reach out today for more insights about this consumer and strategies to authentically connect with them.