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."