Know Your Organic Shopper

Insight into today’s consumer helps build organic produce department sales.

Organic produce remains the largest category in the organic industry, topping $22.7 billion in U.S. sales in 2025. It accounts for nearly 30% of all organic food sales, with a penetration rate of 16% into the overall produce market, according to the Organic Market Report 2026, released in March by the Washington, D.C.-headquartered Organic Trade Association (OTA).

Yet the consumer driving that growth looks far different than decades ago.

“Today’s organic shopper isn’t just a niche health-food enthusiast. They are mainstream, highly informed, and value-driven,” says Jeff Salchenberg, produce program and category manager for New Seasons Market, a 22-store chain headquartered in Portland, OR.

Understanding who today’s organic shopper is, what motivates purchasing decisions, and what they buy and why offers retailers valuable insight into where the category is headed and how to capture its next phase of growth.

TODAY’S ORGANIC CONSUMER

Today’s organic consumer can’t be summarized into a single persona, says Joanna Jaramillo, marketing manager for Wholesum Family Farms Inc., Amada, AZ, which introduced its Lil’ Ones Organic Baby Cucumbers for snacking in July.

“People are at different points in their organic journey,” she explains. “Some purchase only organic and have a strong commitment, willing to pay any premium, while others prioritize organic only for certain products based on health, quality, taste, price, or availability.”

Retailers need to build on this idea of the organic journey, Jaramillo adds. “Each generation enters that journey from a different place, and with different motivations and life experiences.”

“Younger consumers, particularly Gen Z and Millennials, continue to lead organic adoption,” says Bob Borda, senior vice president of sales at Cal-Organic Farms, a division of Grimmway Farms and the Grimmway Produce Group, Bakersfield, CA.

“Younger consumers, particularly Gen Z and Millennials, continue to lead organic adoption.”

— Bob Borda, Cal-Organic Farms, Bakersfield, CA

Last year, the Cal-Organic innovation pipeline launched Veggie Crunch and Coleslaw Cabbage Blends, BIMI Baby Broccoli to more retailers, and specialty vegetables like Cal-Organic purple and orange cauliflower that add variety and visual appeal to the organic category.

“They actively seek products that support wellness, sustainability, and food transparency, and they are more willing to explore new vegetables, flavors, and meal solutions,” Borda adds. “They also look to social media and digital platforms for recipes, cooking inspiration, and product discovery before they ever enter the store.”

Millennials are the engine of organic right now, adds Peppe Bonfiglio, vice president of sales for Mastronardi Produce Ltd., in Kingsville, ON.

They are raising families, and they pay attention to ingredients, he explains. They want to feel good about what they are feeding their families, and they are willing to spend more on produce they trust, even while watching the overall basket price.

In July, the company introduced its Sunset-brand organic Sprinkles, sweet red and yellow micro-grape tomatoes in kid-friendly packaging for snacking, salads and lunchboxes.

“Gen X (ages 46-61) shoppers tend to take a more practical approach,” says Ron Selders, president of fresh for United Natural Foods Inc. (UNFI), in Providence, RI, which this year expanded its availability of organic specialty produce, such as cherimoya, dragon fruit and jumbo avocados.

“[Gen X (ages 46-61) shoppers] value quality and consistency, while also paying close attention to price, which can make them more selective in how and when they purchase organic items.”

— Ron Selders, United Natural Foods Inc., Providence, RI

“They value quality and consistency, while also paying close attention to price, which can make them more selective in how and when they purchase organic items.”

Boomers’ purchasing decisions are often driven by a desire to preserve long-term health, according to Wholesum’s Jaramillo. “They may not purchase every product organically, but they’re often willing to invest in categories they believe have the greatest impact, and fresh produce is among those areas.”

While each generation approaches organic a little differently and their motivations differ, says Cal-Organic’s Borda, “they are all helping drive category growth and every generation is looking for products that deliver value beyond price alone.”

Since everyone is an organic shopper, organic produce isn’t a silo category anymore, adds Chris Ford, business development and marketing manager for Viva Tierra Organic Inc., Mount Vernon, WA, an importer of primarily organic apples, pears and citrus.

“Every retailer, from the local independents to the nationwide chains and club stores, is an organic retailer today.”

— Chris Ford, Viva Tierra Organic Inc., Mount Vernon, WA

“Every retailer, from the local independents to the nationwide chains and club stores, is an organic retailer today.”

THE PRODUCE BUYING PERSPECTIVE

The organic produce category maintained steady 5.3% growth for the year, with the $4.4 billion berry segment still the category leader, growing at a rate of 10.5%, based on data in the OTA’s Organic Market Report 2026.

“Berries combine indulgence and health in one package, which is exactly what today’s shopper wants,” says Mastronardi’s Bonfiglio. “Our organic Sunset WOW Dreamberry strawberries are grown in high-tech organic greenhouses, and deliver quality, consistency and, most importantly, the flavor consumers are looking for.”

Lettuce and other greens grew to $1.7 billion, an increase of 1.5%, based on the OTA’s 2026 report.

“Lettuce, spinach, kale, the superfood sector, is definitely a strong one in organics,” agrees Michael Boskovich, organic sales at Boskovich Farms Inc., Oxnard, CA. The company is seeing club-store-size organic spinach sell strong, as well as organic red, green and black kale still widely used in bagged salads.

The top 10 organic produce categories are berries, packaged salads, apples, bananas, carrots, potatoes, lettuce, tomatoes, citrus and grapes, according to the State of Organic Produce 2025 report, by the Organic Produce Network, Monterey, CA.

“We see growth across berries, citrus, bananas, avocados, and snackable vegetables,” says UNFI’s Selders. “These categories tend to resonate because they offer health value, frequent consumption, and a manageable price premium. They’re also items shoppers purchase regularly, use across multiple occasions, and can easily incorporate into everyday routines.”

Produce continues to serve as the gateway into organic for many shoppers, says Cassie Howard, senior director of category management and marketing at Sunkist Growers, Valencia, CA. Sunkist will soon introduce new packaging for its organic Sunkist Cali mandarins that creates a greater shelf presence and reinforces the fruit as a convenient healthful snack.

“Categories that deliver convenience, versatility, and strong eating experiences are particularly well-positioned for growth,” Howard notes.

Organic specialty produce are currently strong in sales for Melissa’s/World Variety Produce, in Vernon, CA, which carries over 250 organic items. “My opinion is that they are comfort foods in challenging times in the world,” says Robert Schueller, director of public relations.

In terms of display and merchandising, organic produce should be as easy to find as conventional fruits and vegetables, says Alex Jackson, vice president, sales and marketing, for Frieda’s Branded Produce, in Los Alamitos, CA.

“Every retailer has a different philosophy on whether it should be next to the conventional offering, in its own set, or the only offering if the price is comparable to conventional,” Jackson says. “Regardless, you want the decision to be something you can execute with purpose and can communicate to store staff.”

Frieda’s popular organic items include turmeric, Mahana ginger, Stokes purple sweet potatoes, pink lemons and kumquats.

At Sunset Foods, a five-store chain based in Highland Park, IL, Director of Produce Vince Mastromauro says they merchandise organics in dedicated sets with clear green signage and headboards, so shoppers can easily distinguish them from conventional.

“We carry both organic and conventional in key categories like bananas, broccoli, cauliflower, tomatoes, apples, bagged salads and leafy greens, while some items, such as collards, mustard greens and kale, are now organic-only,” Mastromauro adds. “Our organic assortment stays in the same location year-round, making it easy for customers to find what they’re looking for.”

Beyond placement, says Mastronardi’s Bonfiglio, “two things move the needle: sampling, because flavor is still the most persuasive sales tool we have, and storytelling, through clean signage and packaging that explains the why.”

Storytelling makes a meaningful difference, agrees Bianca Kaprielian, co-chief executive and owner of Creekside/Fruit World for Creekside Organics Inc., in Bakersfield, CA, which launched its seasonal California grape program with Thomcord and Kyoho grapes in June. “Highlighting family farms, grower-owned businesses, regional production, or unique company attributes helps create a stronger connection with shoppers.”

“For example, we’re a certified Woman-Owned Business Enterprise (WBENC), we grow many of our own products, and we partner with like-minded organic growers who share our commitment to quality, relationships, and the future of organic agriculture,” adds Kaprielian. “Those stories help differentiate our products in a crowded marketplace.”

Technology — social media, digital content, QR codes — gives the produce industry new ways to tell the story behind organic food, says Kaprielian. “Even simple tools can make a difference. Fruit World’s Thomcord Tales invites consumers to text the brand with questions or feedback about their Thomcord grapes, creating a direct line of communication that builds engagement and trust.”

ORGANIC PRODUCE OUTLOOK

Younger shoppers are aging into peak spending years, and organic is expanding into discount retail channels, says Frieda’s Jackson. “Those are important structural drivers that will push the U.S. organic sector to OTA’s prediction of crossing the $100 billion threshold by 2030.”

Over the next five years, the greatest opportunity for organic growth will come from creating a connected consumer journey, rather than thinking about the produce department as a standalone shopping experience, adds Cal-Organic’s Borda.

“Consumers increasingly discover products through recipes, social media, retailer websites, and digital content before they ever enter the store,” he explains. “Retailers that seamlessly connect those digital touchpoints with destination merchandising, seasonal storytelling, and differentiated assortments will be best positioned to drive category growth.

“We also have an opportunity to rethink how seasonality comes to life in the produce department,” Borda says. “Harvest windows have traditionally driven seasonal merchandising, but today retailers can create excitement throughout the year through meal occasions, limited-time features, specialty vegetables, and fresh culinary inspiration that keeps shoppers engaged and coming back to the category.”

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Organic is a ‘generational thing’
Shoppers who view organic claims as at least somewhat important:
Gen Z (ages 14-29), 77%
Millennials (30-45), 77%
Gen X (46-61), 55%
Boomers (62-80), 55%
The willingness-to-pay gap is wider. Only 7% of Boomers will spend more on organic.
Source: 2024 Consumer Perception of USDA Organic Report