Interest in natural and organic products continues to grow, with sales expected to reach $348 billion by 2028. Recent research shows that consumers are increasingly opting for organic foods to promote better health, even if it means they have to spend more on groceries.
Let’s take a closer look at why consumers are prioritizing organic foods and ingredients and how food companies can emphasize the healthfulness of their products.
Organic, natural foods associated with health
According to a survey from the Organic Trade Association (OTA), health benefits are the primary driver of organic purchases, particularly among younger consumers. Organic’s benefits to personal health and nutrition outrank environmental benefits in purchase decisions, though sustainability is becoming more important to younger generations.
A recent Acosta Group study echoes this health-driven decision-making — 58% of surveyed shoppers said they buy natural and organic products because they believe they’re healthier and contain fewer synthetic chemicals and additives.
Younger consumers more likely to value organic
Millennials and Gen Z are the most health-conscious organic consumers, and their numbers are growing — 89% of Gen Z and 85% of Millennials have recently purchased natural and organic products, and nearly 90% of Gen Z shoppers are either committed or relatively new consumers of organic.
These younger generations are leading the movement toward natural and organic shopping:
More than two-thirds of younger consumers seek out the organic label in almost every food purchase, and food claims like organic, vegan, and allergen-free are almost 40% more important to Millennials and Gen Z than to older generations.
About one in five Gen Z shoppers say organic is a highly important health and ingredient factor when it comes to their food purchasing decisions.
Gen Z is more likely than consumers overall to shop at natural / specialty stores, with nearly half of this generation regularly shopping at these stores.
Compared to older consumers, Gen Z and Millennial shoppers are also more likely to pay extra for organic products.
Why certifications matter
Certain demographic groups are more likely to check food labels for certifications — 31% of parents, higher-income consumers, and Millennials, along with 34% of Gen Z consumers, report that they “often” or “always” check food labels for certifications, compared to 27% of consumers overall.
Seeing that USDA Organic label on a package often gives shoppers an immediate sense of trust, more so than any other certification. Nine in 10 consumers are familiar with the organic label, making it one of the most recognized food certifications.
However, there’s some disconnect between what the USDA Organic certification encompasses. Consumers who value “free from” claims — particularly those seeking products made without the use pesticides, GMOs, synthetic hormones, and antibiotics — may be more likely to purchase products with these specific claims rather than certified organic products. OTA’s survey found that consumers often don’t realize that, by its nature, the USDA Organic label meets these “free-from” expectations. So even though organic certifications still resonate with consumers, there’s room for education on what the USDA Organic certification encompasses.
Challenges, opportunities for brands
According to Acosta Group’s research, today’s consumers are increasingly skeptical of traditional marketing claims and instead seek authentic, trustworthy information about their food products. This trust gap creates a strategic opening for brands willing to invest in rigorous certifications like USDA Organic.
Food companies that clearly communicate the comprehensive benefits of organic certification —particularly how it naturally addresses multiple consumer concerns like pesticide-free, non-GMO, and antibiotic-free production — can differentiate themselves in a crowded marketplace. Educational marketing that explains certification standards helps consumers understand the full value proposition of organic products and justifies premium pricing.
For manufacturers targeting younger demographics, emphasizing both personal health benefits and sustainability aspects of organic production creates a powerful dual appeal. Companies that successfully integrate organic certification into their broader brand story — connecting it to transparency, quality control, and environmental stewardship — are positioned to build lasting loyalty among health-conscious consumers and capture a growing share of the projected $348 billion natural products market by 2028.
