Due to economic improvement, competitive retail pricing, and increased product selection along with the potential of further education and promotion towards consumers, 2015 will prove to be a landmark year for the organic food industry. This deck provides relevant insights and trends.

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U.S. ORGANIC FOOD TRENDS
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- 81% of U.S. families now choose organic food at least sometimes.
- 51% of parents surveyed said the cost of organic products was one of the key
factors in limiting their organic purchases, a sharp drop from the previous year
in which 62% said organic items were sometimes too expensive for their
household budget.
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CONSUMER INSIGHTS
- Seven in ten consumers use some
type of organic product.
- Families who include organic
products on their grocery list on a
regular basis spend an average of
$125 a week at the grocery store,
compared to $110 a week for those
not buying any organic items.
Photo Credit: attunefoods.com
Sources: OrganicTrade Association, NMI

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USDA ORGANIC DEFINITION
Source and Photo Credit: ota.com
Produced using exclusively
organic methods, containing
only organic
Requires at least 95 percent
of a product’s ingredients
are organic
At least 70 percent of a food’s
components are organic

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CONSUMER PERCEPTION
Source: foodnavigator-usa.com
- Many consumers mistakenly believe that foods labeled as
“natural” are better than food that has been certified as organic.
- 80% of consumers think “natural” means the food is free of
pesticides, artificial ingredients and genetically modified
organisms (GMOs).
FDA has not defined the term “natural.”
Currently there are products containing GMOs and
high fructose corn syrup with “all-natural labels.”

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CONSUMER EDUCATION NEEDED
- In an effort to educate consumers on the difference between “natural” and
organic products, the OrganicTrade Association is proposing an organic
check off program.
- If approved by the USDA, this check off program could raise between $30
and $40 million to be put towards education, promotion and research.
Sources: OrganicTrade Association, foodnavigator-usa.com
Other check off programs

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RETAILER INSIGHTS

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RETAILER INSIGHT
Photo Credit: greensborodailyphoto.com
Mass and traditional grocery stores are expanding product offerings
to include organic food selections.

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WALMART
- In 2014,Walmart and Wild Oats went into a partnership to bring
affordable organic food to the masses.
- Wild Oats would retail at approximately 25% lower than other
organic products sold on their shelves.
- 91% of Walmart shoppers would purchase affordable organic
products in their stores if made available.
Source: walmart.com

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TARGET
- Target is expanding its Made to Matter program which showcases
new sustainable, organic and natural products.
- 70% of shoppers who buy groceries atTarget buy organic food.
Sources: foodnavigator-usa.com, target.com

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KROGER
- Kroger is expected to surpass Whole Foods Market within two
years and become the nation’s top seller of organic and natural food.
- In 2012, Kroger launched SimpleTruth and SimpleTruth Organic®
an organic and natural foods private label.
- Kroger is stocking 17,000 to 20,000 natural and organic SKUs.
Sources: businessinsider.com, simpletruth.com

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WHOLE FOODS
- Leading retailer of natural and organic foods.
- First nationally certified organic grocer in the U.S.
- Since Whole Foods Market opened its first store in 1980, the
retailer has helped natural and organic foods grow from a fringe
movement to a $150 billion industry.
Sources: wholefoodsmarket.com, P2PI.org

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- Walmart, with its partnership with Wild Oats, is bringing affordable organic
food to the masses.
- If approved by the USDA, the organic check off program could bring
consumer education and promotion.
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ORGANIC INDUSTRY SUMMARY
- Consumer confidence and
disposable income are forecast to
rise, enabling consumers to spend
more on their health and wellness.
- More people are opting to go
green than ever before and
grocery stores are shifting to
meet demand.
Photo Credit: foodnavigator-usa.com

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LET’STALK
Barb Stabno
President and Owner
952-345-6264
barb@bardadv.com
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