The rising influence of organic and clean label products have permeated virtually every segment of the food and beverage industry, from kids foods to adult beverages. But beyond store shelves, the impact of the organic and clean label movement is also increasingly taking root within ever more diverse segments of the American consumer population. This is especially true among Hispanic consumers, who wield a buying power of more than $1 trillion, according to Organic and Clean Label Food Consumer in the US, a new report by market research firm Packaged Facts.

“People hear the words natural, organic, or clean label and typically think of yuppies browsing health food store aisles. And to some extent that is accurate, except these so-called yuppies are consumers in a rainbow array of shades, ethnicities, ages, and even economic backgrounds,” says David Sprinkle, research director for Packaged Facts. 

In Organic and Clean Label Food Consumer in the US, Packaged Facts’ 2017 National Consumer Survey reveals that more than half of Hispanics mainly buy natural/organic when grocery shopping. While just over 60% are buying more natural/organic foods than ever.

Furthermore, a store’s organic vegetable and fruit selection is an especially important factor to nearly 4 in 10 Hispanic adults when choosing where to shop for groceries, while the store’s selection of organic packaged foods and beverages is a deciding factor for nearly about third. In each of these cases, Hispanics are 15% or more above the average for all adults.

Beyond Hispanics, Packaged Facts research found that consistent clean label consumerism is also high among Asian Americans.

Learn more about the report.