Special category report: The Rise of Organic Grains and Flours - 3

the same time. OTA's survey also showed
that 90% of likely organic shoppers said that
organic would become even more important
during the pandemic.
" 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, " said Karen
Formanski, health and nutrition analyst for
Mintel.
Mintel's report on the natural and organic
food shopper revealed that 55% of organic
consumers purchase these foods because
they believe them to be healthier than
conventional products, while 23% make these
purchase decisions based on sustainability
concerns. While adults between the ages
of 25 and 44 make up the bulk of organic
shoppers, these motivations hold steady
across different age demographics.

Organic bread
enjoyed exponential
growth in 2020
2019 vs. 2018:

8% change in dollar sales

2020 vs 2019:

19% change in dollar sales

SOURCE: Nielsen

Organic consumers are typically younger
and more likely to be parents, but older
demographics offer a growth opportunity
for the organic food category as this group
becomes more interested in functional
health ingredients. Mintel reported that 83%
of consumers over the age of 65 said they
typically purchase conventional products

Organic share of total US breads
and grains market grows
Year

Consumer Growth

2010

4.3 %

2011

4.4 %

2012

4.7 %

2013
2014
2015
2016
2017
2018
2019

5.1 %
5.5 %
5.9 %
6.2 %
6.6 %
6.9 %
7.2 %

SOURCE: Organic Trade Association's 2020 Organic Industry Survey

Special category report: The Rise of Organic Grains and Flours

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