Special category report: The Rise of Organic Grains and Flours - 4

while only 28% of this group said they
typically buy organic ones.
The higher price tag of organic foods,
however, remains the main barrier for nonorganic shoppers. Mintel noted that 56%
of these shoppers don't believe organic
products are worth the price. There is
hope, though, as 42% of all shoppers said
they would buy more natural and organic
foods if they were more affordable. As the
US emerges from the pandemic and some
anticipate an economic recession, Mintel
predicted that the growth rate of the organic
food category will slow.
" The economic downturn may cause fringe
users who buy organic only occasionally
or only in certain categories to switch to
conventional products, " Ms. Formanski said.
" More affordable private label natural and
organic options will appeal to engaged users
looking to save money. "
Mintel's survey showed that 98% of natural

and organic food and drink purchases
include private label offerings at least some
of the time.
For the 30-plus years that the organic
food industry has existed, fresh fruits and
vegetables have dominated, with the
OTA reporting that the produce category
represents more than 36% of all organic
food sales. While organic bread and grains
continue to gain share among total bread
and grain sales, it remains a smaller portion
of overall organic food sales. The OTA
anticipates, however, that COVID-19 will
support growth for all staple categories,
including breads and grains.
" It's hard to know what's ahead of us,
but consumers will continue to trust in and
depend on the organic label, " said Laura
Batcha, chief executive officer and executive
director of the OTA. " Organic is going to be
there for the consumer. "
- Charlotte Atchley, Baking&Snack

Organic food, beverages find buyers
among younger consumers
Age Conventional
range
products

Any natural
or organic

Natural
products

Organic
products

All	 78%	

58%	 49%	39%

18-24	68%	

55%	

44%	 35%

25-34	74%	

68%	

58%	 45%

35-44	77%	

68%	

56%	 49%

45-54	79%	

59%	

50%	 39%	

55-64	84%	

51%	

45%	 37%

65+	 83%	 44%	 37%	28%
SOURCE: Lightspeed/Mintel

Special category report: The Rise of Organic Grains and Flours

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