This report provides comprehensive and current information and analysis of the natural food market and organic food market.
Overwhelming agreement among consumers that natural and organic foods should be more affordable (80%) – even among those consumers decidedly against natural and organic purchase (89%) – points to a larger theme of disengagement based in skepticism related to premium costs. As natural and organic brands ride the waves of inflationary chaos right alongside conventional, they must work overtime to continue clearly communicating their differentiating factors – even to consumers already presently engaged and in support.
One of the biggest threats to the natural and organic markets is sheer product accessibility complicated by the many (and mounting) food production challenges: extreme weather and labor shortages, inflation’s continued attack on all things CPG and distrust in the food system itself. Understand how presently engaged natural and organic shoppers’ blended (and fluid) product type repertoires poise brands for cross-category interest in both natural and organic; expanding lines to capture the spectrum of needs ensures that compromises in preferred product purchase, if necessary, do not mean losing a consumer altogether.
Walking the walk and leading with transparency and clear value communications is the surest way to preserve brand integrity, build consumer trust and come out ahead once the storm passes.
Read on to discover more about the natural food consumer market and organic food consumer market, read our How America Dines Market Report 2021 or take a look at our other Eating Habits and Food Trends research reports.
Brands include: Sprouts, Misfit Markets, AeroFarms, Bowery, Market Wagon, Instacart, Heritage Local Co., Simple Truth, Dirt Kitchen, Benton’s, Two Good, Honest Tea, Eat the Change, Good & Gather.
This report, written by Adriana Chychula, a leading analyst in the Food, Drink, and Nutrition sector, delivers in-depth commentary and analysis on natural food industry market research and organic food industry market research to highlight current trends and add expert context to the numbers.
Natural and organic brands’ uphill battle in justifying their products’ prices has only gotten steeper as inflation’s record grip heightens sensitivity to sticker shock and scrutiny toward all products’ value. Walking the walk has never been more important for natural and organic brands’ survival; done well, they can position themselves as reliable providers of quality and integrity that stand out against pervasive distrust in our food system as a whole.
Adriana Chychula
Analyst, Food, Drink and Nutrition
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