Since 2022, consumer interest in natural and organic foods has grown, driven by a stronger focus on health. Shoppers are seeking wholesome ingredients while remaining value-conscious, creating opportunities for natural and organic offerings – especially private-label products – to stand out under the health halo.
This report explores what resonates with consumers and what doesn’t, providing actionable insights for companies to refine messaging and guide product development. It examines behaviors across generations and parental status, highlighting nuanced differences in priorities and preferences.
To inspire innovation, the report also features recent product launches and detailed consumer feedback, offering a clear view of the market landscape and opportunities for growth.
This report looks at the following areas:
- Types of food or drink typically purchased
- Change in purchase habits and attitudes towards natural and organic food & drink
- “All natural” food or drink purchase motivators
- Organic food or drink purchase motivators
- Barriers to buying “all-natural” or organic products
- Attitudes towards natural and organic food products
Rising health awareness and value focus are driving growth in natural and organic foods, with private labels poised to shine.
A Mintel Analyst, Global Analyst
Market Definitions
For the purposes of this Report, Mintel has asked consumers about their behaviours and attitudes towards foods and drinks they perceive to be:
- Natural products (ie “All-natural” or “Made with Natural Ingredients”)
- Organic products
- Conventional/mainstream products (eg products that don’t specify natural or organic on package)
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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MARKET DYNAMICS
- Market context
- Economic tailwinds lift, but uncertainty means natural/organic food & drink marketers need to keep the focus on the health value proposition
- Financial wellbeing has gradually improved for many households, though uncertainty will keep their focus on products that deliver on value
- Graph 1: Consumer Price Index change from previous period, 2023-25
- Graph 2: change in financial situation over the past 12 months, 2023-25
- Value pressures create an opportune moment for store brands with natural/organic offerings
- Market drivers
- Naturalness outweighs organic in consumer priorities
- Fresh staples are the anchor for natural/organic purchases, gateway categories with natural claims are the opportunity
- A health-first mindset puts food intake in the spotlight, creating a halo on natural/organic food & drink products
- Organic food & drink doesn’t deliver well on the taste value proposition – the top factor considered when buying food & drink
- Skepticism towards natural and organic claims continues to be a barrier. Establishing credibility and transparency continues to be necessary
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CONSUMER INSIGHTS
- Consumer fast facts
- Product type purchase
- Natural food & drink products are a baseline expectation; conventional brands need at least one “natural” line extension to stay competitive
- Natural food & drink products are a baseline expectation; conventional brands need at least one “natural” line extension to stay competitive
- Graph 3: types of food or drink typically purchased, 2025
- Conventional brands may be seen as “cheap but compromised” unless they adapt; consider capturing some “all-natural” elements in product lines
- Position natural food & drink as the “everyday” upgrade
- Organic food & drink products will see gains positioned as the premium, values-based choice
- Gen Zs and Millennials drive the natural food & drink product market; consider ways to leverage their focus on wellness and exploration
- Graph 4: types of food or drink typically purchase, by generation, 2025
- Whole-food nutrition labels fit under the health halo for Gen Zs and Millennials
- Parents are prime natural and organic consumers
- Graph 5: types of food or drink typically purchase, by parental status, 2025
- Organic and natural products carry a safety and trust advantage for parents; consider ways to shift them from baby food to lunchboxes
- Natural and organic products will win by reassuring parents about quality, product safety, and nutritional value for children on packaging
- Product type purchase by category
- Shopping habits reflect a mixed basket approach when it comes to buying product types, with natural playing a big role across all categories
- Graph 6: product type purchase by category, 2025
- Buying natural products across all categories has grown since 2022; it is clear that buying natural is a mainstream mindset
- Graph 7: product type purchase by category, natural purchases 2022 vs 2025
- Consumers are selective in applying “natural” and “organic” choices, with health being the primary driver
- Lead with the concept of “everyday, healthier choice” rather than sustainability when promoting natural and organic products
- Pantry staples that are natural and include a dose of wellness will be easy places for consumers to trade up
- Products that add convenience to everyday meal routines will also be an easy upgrade as they help to lighten the mental preparation load
- Change in purchase habits and attitudes towards natural and organic food & drink
- The demand is there; closing the gap on trust and clarity in natural food & drink to convert will accelerate demand into sustained loyalty
- There’s growth potential, but brands must close the clarity gap and win on trust to convert demand into sustained loyalty
- Graph 8: change in purchase habits and attitudes, “compared to a year ago, I’m …”, 2025
- 18-44s lead the charge when it comes to those saying they’re buying more natural foods; doing so aligns with their lifestyle and values
- Graph 9: change in purchase habits and attitudes, “compared to a year ago, I’m …”, by age, 2025
- Catering to lifestyle-driven wellness means promoting natural foods that help with day-to-day performance for 18-44s
- Natural foods with a focus on providing energy and bolstering multiple holistic wellness factors will appeal to 18-44s
- Catering to 18-44s also means keeping natural products accessible and cost-effective
- “All-natural” food & drink purchase motivators
- “All-natural” products hold deep-rooted appeal, from wellness to emotional safety
- Graph 10: “all-natural” purchase motivators, 2025
- The heightened interest in natural products means that conventional brands need to include natural sub-lines of popular products
- Consider ways to emphasize high-quality ingredients, and tie benefits back to health to keep the momentum going for natural products
- The health halo for “all-natural” exists for over-55s, driven by more functional needs of managing tangible health conditions, rather than values
- Health, avoidance of artificial ingredients, and distrust of food processing motivate over-55s to buy “all-natural” products
- Graph 11: “all-natural” purchase motivators, by age, 2025
- Minimally processed “real food” that also signals less sugar and fat will appeal to over-55s
- “All-natural” is seen as the safer family choice; consider positioning as a trust-building strategy when appealing to parents
- Graph 12: “all-natural” purchase motivators, by parental status, 2025
- Consider ways to win parents with convenient and nutritious “all-natural” options
- Organic food & drink purchase motivators
- The appeal of organic is multidimensional; leverage the broader value story to drive purchase
- Graph 13: organic food & drink product purchase motivators, 2025
- The rising popularity of natural products means organic brands need to implement strategies to better compete
- Organic brands would do well to consider targeted messaging by segment, given the multidimensional motivations for purchase
- Making organic more accessible means helping consumers find ways to overcome price barriers
- Combining taste, quality, and tangible benefits builds trust and loyalty for moms
- Graph 14: organic food & drink product purchase motivators, higher quality, mothers with under-18s at home vs overall, 2025
- Barriers to buying “all-natural” or organic products
- Natural and organic brands suffer mainly from a price barrier and an information deficit; communication of broader value propositions is needed
- Graph 15: barriers to buying “all-natural” or organic products, 2025
- Partnerships between natural and organic brands and retailers are an effective way to shine the spotlight and boost reach and trust
- Kaufland and Bioland partner to drive organic sales
- Private-label natural and organic products are a prime platform for value and wellness
- Private-label products align with a health and wellness focus
- 18-44s are key to growth in store-brands natural and organic products
- 18-44s and the price paradox: value is seen, but cost limits volume; private label is the bridge between aspiration and affordability
- Graph 16: “I would purchase more natural/organic food if I could afford them”^ (any agree), by age, 2025
- Graph 17: barriers to buying “all-natural” or organic products – they are too expensive, by age, 2025
- Break the “green premium” barrier by showing Boomers that natural/organic delivers health returns, reframing purchases as value, not luxury
- Baby Boomers tend to cite price as a barrier, as natural and organic products aren’t delivering on key value propositions like quality
- Graph 18: barriers to buying “all-natural” or organic products, select statements, Baby Boomers vs overall, 2025
- Attitudes towards natural and organic food products
- Bridging the gap between desire and doubt in natural/organic will generate gains
- Graph 19: attitudes towards trust and understanding of natural/organic claims (any agree), 2025
- Health-first messaging keeps natural/organic aspirational, but price opens the door for store brands to shine
- Graph 20: attitudes towards value propositions associated with natural/organic (any agree), 2025
- Leverage the halo effect: use natural/organic to improve perceptions of processed foods
- The health halo with natural/organic creates a golden opportunity for product line expansion for both conventional and private-label brands
- Walgreens provides value  through healthy spin-offs
- Conventional/mainstream brands need to address the store-brand threat, particularly when targeting 18-44s
- For 18-44s, buying natural/organic is linked to health, making it high stakes; a health-first, proof-driven mobile strategy will count
- 18–44s engage deeply with natural/organic: health is a priority, though skepticism means that proof is a requirement
- Graph 21: attitudes towards natural/organic claims (any agree), 2025
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Think outside the box with snacks and prepared foods: natural/organic products that deliver on taste and convenience will see growth
- Nutrient-dense meal solutions in the natural/organic lane will draw attention
- Flavor first! The health halo of natural/organic helps, but flavors will drive consumers to make the swap
- Extending reach also means tasty natural/organic choices for kids
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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