Tap Into Organic Trends Now

Once a niche, organic produce has become a core retail category.

Today’s organic produce category isn’t the Birkenstock-clad shoppers’ niche it once was. Heading into 2026, the category is firmly commonplace.

Underscoring this mainstream momentum, U.S. organic sales reached $71.6 billion in 2024, according to the 2025 Organic Market Report released in April by the Organic Trade Association (OTA), headquartered in Washington, DC.

What’s more, produce remained the largest organic category, accounting for 30.1% of total organic sales, or $21.5 billion.

Organic produce penetration in total U.S. produce grew from 13.1% in 2015 to 15.5% in 2024, and produce remains the entry point for consumers into organics.

“Organic has moved into everyday shopping,” says Noelle Neary, produce category manager for The Wakefern Food Corp., in Keasbey, NJ, while speaking on a panel at the New York Produce Show in December. “For 2026, the focus is on how organic is presented — whether through integrated or dedicated sets, clearer pricing and better education — so shoppers can make confident choices.”

These eight trends are shaping the growth of organic produce:

1. ORGANIC CONTINUES TO OUTPERFORM

Organic produce growth is no longer episodic. It has been steady for three consecutive years. More specifically, according to OTA data, organic sales growth rose 5.2% in 2024, the highest rate since the pandemic spike in 2020, while total store sales fell to 2.5%, the slowest since 2017.

“When I started working in organics in the early 1990s, the industry projected a $5 billion market,” notes Eric Mitchnick, director of the organic and specialty division, D’Arrigo New York, at Hunts Point Market, Bronx. “Today, we’re north of $70 billion, with produce accounting for almost a third of that. That’s not a niche anymore.”

Demand continues to head north, according to Brian Dey, senior merchandiser and natural stores coordinator at Four Seasons Produce Inc., in Ephrata, PA. “Consumers may be stretching their dollars, but they continue to prioritize health. When it comes to what they feed their families, organic remains a priority. I don’t see the organic movement slowing down at all going into 2026.”

Performance varies by subcategory, but the leaders are clear. In 2024, organic bananas grew 15.5%; berries, 10.3%; potatoes, 9.8%; citrus, 7%; onions, 6.7%; apples, 6.6%; mushrooms, 5.9%; avocados, 5.5%; and carrots, 5.1%, based on OTA data. Organic packaged salads declined 4.5%, reinforcing that growth can be selective, not automatic.

2. ORGANIC DEMAND SPANS MULTIPLE SHOPPER TYPES

Organic purchasing now spans all generations, but not all shoppers engage the category the same way.
In fact, David Bright, vice president of category marketing at Grimmway Farms in Bakersfield, CA, and its subsidiary, Cal Organic Farms, sees younger shoppers shaping long-term demand.

“Millennial and Gen Z consumers are prioritizing organic produce as a way to improve lifestyle and health outcomes.”

However, channel still matters, according to Jeff Fairchild, buyer at the Organically Grown Company, in Portland, OR. “Co-ops, natural food stores, and specialty retailers attract an older, more established customer with disposable income. I don’t see a dramatic shift yet toward younger shoppers in those channels.”

Joanna Jaramillo, marketing manager, Wholesum Family Farms, Amado, AZ, identifies three shopper segments shaping demand.

“The first is premium early adopters, who are highly discerning with strong purchasing power, who actively seek new, flavorful, elevated organic varieties. They respond to differentiated SKUs, storytelling, and culinary inspiration. Second, some value-driven shoppers are more flexible in their preference for organic and are more likely to buy when price gaps are narrow or when value is clearly communicated. Third, we’re also seeing younger, value-driven shoppers who over-index on preferences for sustainability, taste, and brand transparency.”

3. WIDER DISTRIBUTION IS FUELING ORGANIC GROWTH

Organic produce growth is being driven by greater availability across more retail formats, according to Fairchild. “I don’t think consumers are suddenly eating more produce. A lot of what we call growth is organic, showing up in more places. For example, when a large retailer decides to add an organic SKU — bananas are the classic example — it appears to be category growth, but consumers may just be switching from conventional to organic. The pie isn’t always getting bigger; it’s being sliced differently.”

4. YEAR-ROUND EXPECTED

Seasonality gaps in organic produce continue to narrow as expanded import programs, stronger varietal performance, and improved supply-chain coordination support more year-round availability. Controlled-environment agriculture has also contributed to stability in select categories.

“We offer organic produce 365 days a year across all of our formats, and we are proud that every category has an organic option,” says Wakefern’s Neary.

Natural Grocers positions organic produce front and center year-round, supported by in-store education and trained staff. “It’s the first department you see when you enter our stores — that’s how important it is to us,” says Katie Macarelli, director of public relations for the 168-store chain headquartered in Lakewood, CO.

On the supply side, companies like Blue Mountain Organics source volume-moving organic vegetables, like broccoli and celery, from both the U.S. and Mexico, selling to retailers, wholesalers, and distributors in the U.S. and Canada.

“We’re seeing increased demand for organic cilantro. Next, we’ll be expanding beyond wet veg into organic avocados and citrus, with year-round supply from California and Mexico,” says Darrell Beyer, founding partner in the Reno, NV-based business.

Viva Tierra Organic imports apples and pears from Peru, Chile and Argentina in the spring. “The USDA’s NOP Import Certificate has improved the integrity and traceability of organic produce, establishing brand trust regardless of where it’s grown,” says Chris Ford, business development and marketing manager for Viva Tierra Organic Inc., Mount Vernon, WA. In 2026, the company will launch a new organic grape program from Peru.

Value-added products, many of which have 12-month availability, are also increasing the continuous organic supply. Grimmway Farms’ Cal-Organic introduced a line of value-added vegetables last year, with Organic Stemless Kale as the most popular.

5. NARROWER PRICE GAPS

Organic produce still carries a premium — generally 5% to 25% over conventional — but that premium is tightening on everyday staples.

OTA consumer research shows that 67% of shoppers expect organic to cost about 20% more than conventional, while only 6% expect a 60% premium. Importantly, 59% say organic is the food attribute they are most willing to pay more for.

“In some commodities, organic pricing is now at or below conventional,” says Four Seasons’ Dey.
Natural Grocers’ Macarelli says the retailer is seeing more customers seeking ways to eat well on a budget, making organic seasonal produce more relevant than ever.

6. PACKAGING

Packaging has become a strategic lever in organic produce, balancing sustainability expectations with retail efficiency.

“Organic shoppers don’t want plastic, but retailers need scan-through and identification,” says Fairchild. “Paper-based and recyclable materials help bridge that gap.”

Wholesum Family Farms expects continued growth in top-seal packs, resealable units, and fiber-based trays in 2026. “The trend isn’t less packaging,” says Jaramillo. “It’s smarter packaging.”

7. MERCHANDISING STRATEGY

Retailers are still split on whether organic performs best in dedicated sections or integrated displays.
“We see both models working,” says Four Seasons’ Dey. “Dedicated sections serve loyal organic shoppers. Integration captures incremental sales.”

D’Arrigo New York’s Mitchnick favors integration in mass-market stores. “You’re not selling to the 15% who already buy organic — you’re trying to reach the other 85%. Side-by-side comparison invites trade-up.”

However, adds Grimmway’s Bright, “many retailers are looking for organic destinations where consumers can easily identify and find organic produce in one spot.”

8. EDUCATION

Education has become the most reliable way to drive conversion. OTA data shows that consumers familiar with more than half of organic certification characteristics are 10 percentage points more likely to justify a price premium. Moving from low awareness to high awareness increases price justification by more than 20 percentage points. In September, the OTA launched a “Seal Makes it Simple,” an integrated media, digital and retail campaign to help eliminate consumer confusion when shopping for food and textiles.

“Retailers grow organic when they communicate what it stands for and how to use it,” says Jaramillo.