As consumers increasingly prioritize their health, natural and organic products are emerging as powerful growth drivers across all channels. A recent Acosta Group natural and organic study reflects that 75% of all shoppers purchased at least one natural or organic product in the six months prior to the survey, with 59% responding that they think it's important that their groceries and/or household products are natural and/or organic. The study, conducted with Acosta Group's proprietary US Shopper Community, identifies several key learnings to support additional category growth just in time for Expo West.

In its recent 2025 consumer predictions, Acosta Group stated that empowered shoppers will drive change in health and wellness and individualized health management is on the rise. This new study confirms that the primary driver for natural and organic product sales is a prioritization of health, as the overall category continues to grow.

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- 58% of shoppers purchase natural and/or organic products because they "are better for them" (healthier) and they "tend to have fewer synthetic chemicals and additives"
- 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
- Shoppers report purchasing more natural (23%) and organic (22%) products in the prior six months
- The "food as medicine" movement is expected to gain traction

- Sales for these products are projected to grow 5% across all channels, to $348B by 2028, according to New Hope Network Industry Projections and SPINS. Of note, as consumers are shopping more natural and organic products, conventional shopping has not been negatively impacted, with natural and organic shoppers saying that half of their carts consist of conventional products.

The new Acosta Group study outlines the value of prioritizing placement of natural and organic products in natural stores, while maintaining a presence across other retail channels.

- Seeing a brand in natural stores boosts perception of that brand for 53% of natural channel shoppers and 37% of all shoppers
- 82% of natural channel shoppers strongly agree that natural stores offer the best selection, 71% believe the quality of products is superior in these stores, and 66% believe the associates are better suited to assist with questions
- Interestingly, natural and organic shoppers shop at a broader range of channels than conventional shoppers, primarily mass merchandisers, traditional grocery, and warehouse/club. These shoppers are also five times more likely to shop at farmers markets, three times more likely to shop online, and two-and-a-half times more likely to shop at convenience stores. 

The new study finds that shoppers today have no more clarity on the differentiation of "natural" and "organic" than they did when surveyed in 2022. And while the industry defines the terms separately, there is no difference to many shoppers, leading to confusion on product benefits and misperceptions regarding taste and price.     

- 40% of all shoppers believe natural and organic mean the same thing or are unsure of the difference, increasing to 50% for conventional shoppers
- Confusion contributes to 18% of conventional shoppers not purchasing natural and organic products because they don't know enough about the difference
- 72% of conventional shoppers cite affordability as the No. 1 reason for not purchasing natural or organic in the prior six months
- Natural and organic shoppers have a positive perception of product taste, while conventional shoppers do not

Consumers discover new items most frequently via social media, friends or family (52%), and search engines (43%). After discovering a new item, most shoppers (57%) look for more information and availability via search engines.

Shopper research for this study was conducted Oct. 18-29, 2024, with 1,521 shoppers, members of the company's proprietary Shopper Community. The Acosta Group Shopper Community is comprised of over 40,000 demographically diverse shoppers across the US and is the company's proprietary community for survey engagement.