2020
9
US The Natural/Organic Food Shopper Market Report 2020
2020-08-27T15:46:21+01:00
OX987076
3695
123108
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Report
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“The natural and organic food and beverage market is supported to some degree by over half of US adult consumers, and this is likely to remain steady in the years…

US The Natural/Organic Food Shopper Market Report 2020

£ 3,695 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Natural and Organic Food Shopper: Incl Impact of COVID-19 – US market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The natural and organic food market is supported by loyal consumers who associate these products with health and social consciousness. Younger adults are seeking higher standards from products across the board, and will continue pushing brands to go beyond natural and organic by ensuring factors such as ethical treatment of workers and sustainable ingredient sourcing. While the recession may lead some fringe users to swap in more conventional items, many devoted users will find ways to keep natural and organic products in their budget.

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Expert analysis from a specialist in the field

Written by Karen Formanski, a leading analyst in the Health & Wellness sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The natural and organic food and beverage market is supported to some degree by over half of US adult consumers, and this is likely to remain steady in the years ahead. The health associations of natural and organic foods will make them more important than ever during a global health pandemic, as many adults seek ways to support overall wellness during uncertain times. Still, the economic downturn may cause fringe users who buy organic only occasionally or only in certain categories to switch to conventional products. Karen Formanski
Health and Wellness Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary 

            • Top takeaways
              • Impact of COVID-19 on the natural and organic market
                • Figure 1: Short-, medium- and longer-term impact of COVID-19 on natural and organic foods and beverages, July 2020
              • Opportunities
                • Social mission more important than ever
                  • Figure 2: Select opinions on natural and organic products – social mission, by product types purchased, April 2020
                • Emphasis on health for people and planet
                  • Figure 3: Organic purchase drivers – health and environment, by age, April 2020
                • Natural grocers can excel at a safe in-store experience
                  • Challenges
                    • High cost a barrier even before the recession
                      • Figure 4: Types of foods and beverages purchased, by household income, April 2020
                    • Natural and organic name brands see increased competition from private label
                      • Need to expand reach to older adults
                        • Figure 5: Types of foods and beverages purchased, by age, April 2020
                      • Certain consumers likely to remain skeptical
                      • The Market – What You Need to Know

                        • Label claims no match for taste and affordability
                          • Age is a factor in determining important food factors
                            • Rising unemployment could slow natural and organic sales growth
                              • Natural and organic brands can clarify benefit to older adults
                              • Market Perspective

                                • Taste and affordability remain paramount in food purchase
                                  • Figure 6: Important food features, April 2020
                                • Tasty with a side of natural
                                  • Figure 7: TURF Analysis – important food features, April 2020
                                • Food priorities vary by age
                                  • Figure 8: Important food features, by age, April 2020
                              • Market Factors

                                • Rising unemployment, sinking consumer confidence may slow industry growth
                                  • Figure 9: Consumer confidence and unemployment, 2000-April 2020
                                • Organic brands should focus on health halo in pandemic times
                                  • Natural and organic brands should reach out to growing senior population
                                    • Figure 10: Population aged 18 or older, by age, 2014-24
                                  • Food labeling regulations in need of updates
                                  • Key Players – What You Need to Know

                                    • Shelf-stable and frozen foods move into the spotlight
                                      • Natural grocers’ enhanced in-store experience can translate to safety
                                        • Some consumers will never be swayed
                                          • Going beyond organic
                                          • What’s Working

                                            • Organics held in high esteem, but some need to be convinced of value
                                              • Figure 11: Consumer attribute rating, food and drink launches with organic claim vs without organic claim, Jan 2017-Mar 2020
                                            • Natural and non-GMO claims continue to resonate with shoppers
                                              • Time for frozen and shelf-stable brands to shine
                                                • Figure 12: Natural and organic meal examples – Amy’s, Annie’s and Newman’s Own
                                              • Use of organic animal products remains steady
                                                • Figure 13: Organic milk examples – Horizon Organic and Organic Valley
                                              • Private label brands have potential to gain organic market share
                                                • Figure 14: Store brand organic product examples
                                            • What’s Struggling

                                              • Some natural and specialty focused stores are struggling
                                                • Natural grocers can offer a place of refuge in uncertain times
                                                  • Certain consumers likely to remain skeptical
                                                  • What to Watch

                                                    • More eyes are looking for sustainability throughout the supply chain
                                                      • Figure 15: Important food features – sustainable product, by product types purchased, April 2020
                                                    • Going beyond organic – regenerative/biodynamic farming
                                                        • Figure 16: Mission driven/sustainable natural and organic product examples
                                                      • Going beyond recycling – compostable/biodegradable/zero waste
                                                        • Figure 17: Organic product examples – sustainable packaging
                                                      • Proving value by highlighting values
                                                        • Figure 18: % of organic food and drink launches with select ethical claims, Apr 2015-Mar 2020
                                                      • Natural and organic convenience
                                                        • Figure 19: Organic and natural items from 7-Eleven, Amazon Go
                                                      • Natural and organic brands can harness momentum of online grocery shopping
                                                        • Figure 20: Ads for natural and organic online grocery/meal delivery
                                                    • The Consumer – What You Need to Know

                                                      • More than half of consumers buy natural or organic foods
                                                        • Consumers are embracing private label options
                                                          • Health halo drives organic purchase
                                                            • Organic shoppers hitting perimeter of store
                                                              • Younger consumers push for affordable natural/organic options
                                                                • Natural/organic shoppers seeking brands that give back
                                                                • Product Types Purchased

                                                                  • More than half of consumers buy natural or organic products
                                                                    • Figure 21: Types of foods and beverages purchased, April 2020
                                                                  • Profile of the natural/organic food shopper
                                                                    • Figure 22: Profile of the natural/organic food shopper, April 2020
                                                                  • 25-44s support the market, leaving room for expansion
                                                                    • Figure 23: Types of foods and beverages purchased, by age, April 2020
                                                                  • Parents more likely to buy both natural and organic
                                                                    • Figure 24: Types of foods and beverages purchased, by parental status, April 2020
                                                                  • Natural and organic out of reach for some consumers
                                                                    • Figure 25: Types of foods and beverages purchased, by household income, April 2020
                                                                • Product Types Purchased by Category

                                                                  • Produce and animal foods remain top organic priorities
                                                                    • Figure 26: Organic foods purchased by category, April 2020
                                                                  • Parents show higher use of natural and organic across categories
                                                                    • Figure 27: Purchase of any natural/organic foods by category and parental status, April 2020
                                                                  • Conventional snacks dominate, taste hampers natural/organic growth
                                                                    • Figure 28: Conventional foods purchased by category, April 2020
                                                                • Organic Purchase Drivers

                                                                  • Organics perceived as healthier by majority of users
                                                                    • Figure 29: Organic purchase drivers, April 2020
                                                                  • Younger shoppers attracted to benefit to environment; older shoppers swayed by benefit to themselves
                                                                    • Figure 30: Organic purchase drivers, by age, April 2020
                                                                • Organic Purchase Barriers

                                                                  • High prices, lack of trust continue to hamper organic buy-in
                                                                    • Figure 31: Organic purchase barriers, April 2020
                                                                  • Youngest adults can be swayed by value; oldest adults need to be convinced of worth
                                                                    • Figure 32: Organic purchase barriers, price and budget, by age, April 2020
                                                                • Food Shopping Habits

                                                                  • Younger shoppers push demand for affordable natural/organic options
                                                                    • Figure 33: Would buy more natural and organic foods if they were more affordable, by age, April 2020
                                                                  • Natural and organic shoppers more likely to shop around
                                                                    • Figure 34: Select food shopping habits – number of stores shopped, by product types purchased, April 2020
                                                                  • Natural/organic shoppers more open to new brands
                                                                    • Figure 35: Select food shopping habits – brand preferences, by product types purchased, April 2020
                                                                • Store Brand Purchase Habits

                                                                  • Private label purchase of natural and organic products nearly universal
                                                                    • Figure 36: Store brand purchase by food and beverage types, April 2020
                                                                  • Younger adults on the organic store brand bandwagon
                                                                    • Figure 37: Organic store brand purchase, by age, April 2020
                                                                  • Parents dedicated private label shoppers
                                                                    • Figure 38: Store brand purchase, by food/beverage type and parental status, April 2020
                                                                • Opinions About Natural and Organic Foods

                                                                  • Natural claims too vague for some consumers
                                                                    • Figure 39: Select opinions about natural products, April 2020
                                                                  • Natural and organic shoppers support regulation
                                                                    • Figure 40: Select opinions about natural and organic products – claim regulation, by product types purchased, April 2020
                                                                  • Social mission on the radar of natural/organic shoppers
                                                                    • Figure 41: Select opinions about natural and organic products – social mission, by product types purchased, April 2020
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Sales data
                                                                      • Consumer survey data
                                                                        • Abbreviations and terms
                                                                          • Abbreviations
                                                                          • Appendix – The Market

                                                                              • Figure 42: Table – TURF Analysis – important food features, April 2020
                                                                            • Methodology
                                                                            • Appendix – The Consumer

                                                                                • Figure 43: Consumer attribute rating, salty snacks and bakery launches with organic claim vs without organic claim, Jan 2017-Mar 2020

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