By Alliance Communications Coordinator Amy Durr
Hot off the Natural Products Expo West, we have captured five positive trends that we are excited to unveil with you. I’ll also share the difference it’s made for me as a concerned consumer.
The universe of products which fall under the umbrella of “natural and organic” is huge and growing. We’re fortunate to have an abundance of choices and an amazing community of creative, purpose-driven people.
As Alliance President Terry Gips tells it, “When I attended my first Natural Products Expo several decades ago, there were 4 booths with real organic products, but most companies claimed they were organic even though they had no organic ingredients.”
How times have changed! There are now rigorous organic standards and this year’s Expo boasts more than a thousand retailers, 3,200 exhibitors and 70,000 attendees.
Conference host Jessica Rubino of New Hope Media began with an inspirational message, a call-to-arms for all of us: “We each have the power to shape the future we want to see.” Much of our power in a capitalistic society comes from where we choose to spend our dollars, and thoughtful spending definitely moves the needle towards sustainability.
We can feel mighty and motivated if we think of ourselves as empowered decision makers who can shape the future and encourage businesses to both embrace natural and organic and become ever more sustainable in their operations. I hope you’re as encouraged as I am by these five trends:
1. The US Natural Products Industry is a Force
The natural and organic products industry in the US has tripled in size since 2007, from $97 billion to $325 billion in 2024. The industry includes natural, organic and functional foods and beverages, dietary supplements and personal care products.
The market continues to grow in both good and even challenging economies. Consumers are buying more products every year, companies are growing and making money, and demand is increasing.
2. “Empowered Shoppers” Are Driving a Wave of Change
Ashley Roehm, of the Acosta Group, has some surprising and encouraging numbers relating to the “Empowered Shopper” driving change around health and wellness (based on a published study by the Acosta Group which surveyed “a pretty broad consumer group”):
- 75% of respondents are buying natural and organic products – When we asked them why, we found that 58% of them said that the health and wellness benefits of the products they were buying were the primary reason they were purchasing
- 89% of Gen Zers are buying natural and organic
- 85% of Millennials are buying natural and organic
“It’s a big and growing space today, and it’s only going to get bigger and more important and more relevant across the landscape,” Roehm said.
3. Organic Sales Grew 6% in 2024, Outpacing Non-organic Sales
Amazingly, 79% of households bought organic products at least two times in the past year. Terry Gips remarks that most supermarket chains and big box stores are now carrying organic so they are much more accessible. Organics are about 10% of shoppers’ total basket.
The steady increase in purchasing organic products has become a consistent trend where consumers are buying more organic food items over time, driven by growing awareness of health benefits, environmental concerns and a desire for sustainable farming practices, leading to a larger market share for organic goods compared to conventional options.
4. Personalized Health Information Demand is Skyrocketing
“The next wave of innovation is around personalization, biohacking, and how you better understand your individual needs so that you can curate products based on what you specifically need,” shares conference producer New Hope Media.
“We are the first generation in human history to have access to information about our bodies 24/7, 365,” says Dr. Jeff Bland. “Before, health data was locked away, only available when you went to the doctor. Now, we have wearables, AI, and cloud computing personalizing recommendations…That is a seismic change in how we understand health.” Hear more from Dr. Jeff Bland, the Father of Functional Medicine.
I’m keen to try a wearable and get more personalized health information. I follow people who are using glucose monitors and others who are figuring out how to interpret blood tests in new ways to gain new information.
5. Companies Are Making a Serious Commitment to Sustainability
“Purpose-driven brands are looking to the future with a commitment towards sustainability and future generations even if the consumer isn’t yet demanding it,” according to New Hope Media. It’s great news that both manufacturers and retailers like Kroger, Aldi, Thrive Market and Whole Foods are actually leading. Now we just need consumers to support their efforts.
And a number of companies have signed the Purpose Pledge to create an ethical business community of practice dedicated to a right relationship with stakeholders, farmers, workers and the Earth. The ten Purpose Pledge commitments include product quality, independent governance, supply chain integrity, fair and balanced compensation, living wages, inclusion, community engagement, climate positivity, circularity for zero waste and capability building.
As a Concerned Consumer, Greater Access to Natural and Organic Products Is Changing My Life
As a person committed to shopping as sustainably as I can, reducing my plastic waste and supporting plant-based, organic and natural products as a practical solution which can make a dent in climate change, I get excited by new products and options. One of my main goals is to minimize plastic in my house, which can be challenging at the grocery store.
I’ve switched soap, shampoo, toothpaste (and toothbrushes) and laundry detergent. I jump on products at the grocery store that aren’t wrapped in plastic. The stronger the US natural products industry becomes the more choices I will have, which is especially true for me living in rural Pennsylvania.
Sometimes it’s a pain because every time I go to buy something new or different I feel compelled to do a lot of research to make sure I make good sustainable choices. And I’ll be the first to acknowledge that too often I realize that I’ve been using something that isn’t aligned with my values.
Seeing myself as an empowered shopper encourages me to do the research I know I should do. It helps me continue to question every purchase, asking if I really need this thing, are there any natural or organic alternatives, or plastic-free options? I invite you to join with me and the Alliance in making more conscious choices for yourself, our children and the planet.