This demand not only highlights the growing consumer preference for organic options but also underscores the segment’s expanding influence in the broader produce market, where organic now accounts for 12 percent of total retail produce sales and 7 percent of overall volume.
Considering conventional produce saw a modest 2 percent growth in volume during the same period, it goes to show how popular organic really is.
One of the more impressive sales jumps in the organic category is with berries, which for the third-straight year saw the biggest gains. In 2024, organic berries took in $1.9 billion in sales — a staggering 11.8 percent increase year to year.
With 268 million pounds sold, berries ranked third in volume, following bananas at 613 million pounds and apples at 281 million pounds. Berries, despite their lower volume, commanded a significant price premium of 66.6 percent over their conventional counterparts, reflecting strong consumer demand for high-quality, organic options.
Other strong categories included packaged salads, which contributed $1.4 billion in sales, and apples, which brought in $708 million.
Despite challenges including inflation and climate-related disruptions affecting supply and pricing, the organic sector managed to maintain competitiveness. Retailers are responding with innovative strategies, such as enhancing consumer education to better communicate the benefits of organic produce. Competitive pricing is also extremely important.
Daniel Levine, a trends expert with the Avant-Guide Institute, a New York City-based consultancy that focuses on consumer trends, noted because the category is growing, there will be continued pressure on grocery retailers to adapt their offerings to meet demand if they want to remain competitive.
“This includes expanding the range of organic items and making them easier for customers to find,” he said. “We will be seeing more dedicated sections or aisles devoted entirely towards organics so shoppers can quickly identify what’s available without having search through all other food options first.”
As the organic produce market thrives, it also confronts challenges, including climate change’s impact on agriculture and the need to navigate the complexities of regenerative farming principles.
Generational shifts are also a key factor influencing consumer habits, particularly among Gen Z, who favor lighter meals and snacking. With increasing consumer demand, robust retailer support and a commitment to innovation, the organic fresh produce sector seems poised for continued growth.
