New study highlights key influences and insights for appealing to a growing base of natural and organic consumers

A new study looks at the state of natural and organic shoppers, providing brands and retailers information to drive growth in store and online. Natural product sales continue to climb, and interest and usage has increased across all age groups, particularly Gen Z and Millennial shoppers buying natural and organic products. These shoppers also tend to be more affluent, placing a higher emphasis on leading a healthy life, being eco-friendly and concerned for animal welfare, and trying new products.

However, the study also found that when natural and organic shoppers are asked to explain the difference between natural and organic, many find it challenging, often responding that the two are "similar" or that they are "unsure."

Nearly three in four shoppers are purchasing natural/organic products

Natural/organic product sales are on track to reach an estimated $300B in 2024

A broad selection of natural/organic products are expected across the omnichannel store, which will be especially relevant to Gen Z shoppers, who will have more spending power over the next decade

The demand for increased label and ingredient transparency by manufacturers and retailers will rise and be a critical factor in purchase choice

For non-natural and organic shoppers, 73% list price as the primary barrier to purchase

47% of shoppers say that conventional products are "more practical"

44% of shoppers express skepticism about the "hype" around natural and organic products

Source: Acosta Group