Organic Produce Sales Drive Growth

Rising organic tide lifts other boats in the produce aisle.

Organic produce sales are booming, outpacing conventional produce and helping retail produce departments thrive. Though many retailers are investing in organic programs, opportunity remains to improve execution. Stronger merchandising, clearer communication, and better integration into the overall produce set can help fully capture the category’s growth potential.

“At this point in business, it (organics) is a necessity,” says Myles Chasser, fruit buyer with Four Seasons Produce Co., an Ephrata, PA, wholesaler. “Sales continue to be strong and growing, showing younger consumers who want more organics. On many items throughout the year, demand exceeds supply.

“It is no longer called a fad, as it was for decades. You must have organics to capture all the produce dollars.”

RECORD ORGANIC SALES

In 2025, U.S. organic produce sales jumped to $10.6 billion, growing five times faster than conventional, according to the Organic Produce Network’s (OPN) State of Organic Produce 2025 report. The sales experienced a 5.9% year-over-year growth — $1.1 billion in added sales compared to 2024, and higher than conventional’s 1.3% growth rate, according to the Monterey, CA, organization.

“Organic produce represents a meaningful and growing share of retail produce sales, with continued opportunity for expansion as consumer demand increases,” says Cassie Howard, senior director of category management and marketing, Sunkist Growers, Valencia, CA.

“Organic produce remains an important and growing segment in retail, driven by rising consumer interest in health, transparency, and sustainability. It plays a key role in attracting younger shoppers and supporting trade-up opportunities within the produce department.”

Howard notes nearly 70% of U.S. organic shoppers cite health as their top reason for purchase, and younger consumers are driving continued growth.

Organic produce sales are booming at Vashon Thriftway in Vashon, WA. The store on Vashon Island in Puget Sound sells 12 cases of organic bananas a day versus two conventional. Organic winter squash and organic yams sell throughout the year, and the supermarket’s other organic produce is also moving well, says Henry Porter, produce manager.

“It’s probably the most important part of our department,” he says. “It’s grown from just a little side area to over 50% of our sales. Once the local stuff happens, it really explodes.”

Organic produce remains the standout category, accounting for nearly 30% of total organic sales, with a penetration rate of 16% into the overall produce market, according to the Washington, D.C., Organic Trade Association’s 2026 Organic Market Report.

ORGANICS’ STARRING ROLE

According to a Circana report, the organic consumer consistently delivers larger basket rings than the conventional shopper, driving approximately $100 per trip, compared to $73 when purchasing conventional vegetables.

Organic shoppers contribute to higher overall department value and shopper loyalty, notes Katie Diesl, president of the organic vegetable category at Grimmway Produce Group, Bakersfield, CA.

“Organic is no longer a niche segment. It is a core component of the produce department, supported by consumers who prioritize transparency, quality, environmental stewardship, and trust.”

“Clarity is critical. Dedicated organic sets help differentiate products from conventional offerings, while clear labeling and strong product visibility allow shoppers to quickly find and choose organic items.”
— Katie Diesl, Grimmway Produce Group, Bakersfield, CA

Organic demand is increasingly being shaped by younger consumers, particularly Gen Z and Millennial households, many of whom were introduced to organics at an early age, Diesl adds. “These shoppers have adopted organics as a lifestyle choice rather than a passing trend and continue to support the perceived value fresh organic fruits and vegetables bring to their health and families.”

Food co-ops lead organic product sales, with St. Paul, MN’s National Co+op Grocers (NCG) reporting that 38% of food co-ops’ combined annual $2.8 billion sales come from Certified Organic products, compared with 25% of sales at other natural grocery retailers, and just 3% at conventional grocers (2025 SPINS data), reports Josh Crone, NCG’s retail programming senior manager of produce.

“Our co-op shoppers, whether ‘core’ co-op supporters, or others who make their co-op one of several fresh food shops during the week, absolutely expect to see a great degree of organics within the produce department,” says Crone. “Nearly every co-op produce department nationally has a large organic footprint. Some members sell exclusively organic produce, while others adopt more of a hybrid approach. Organic produce, taken as a whole, is absolutely intrinsic to our values and how we go to market in produce.”

BIGGEST ORGANIC MOVERS

As the leading organic produce category, berry sales surged 10.5% to $4.4 billion. Citrus sales climbed 18%, while bananas also experienced double-digit growth at 12.6% to reach the $1 billion mark, according to the Organic Trade Association.

Other big organic movers, in order, are packaged salads, apples, bananas, carrots, potatoes, lettuce, tomatoes, citrus and grapes. In terms of movement, bananas, berries, apples, carrots, potatoes, packaged salads, citrus, onions, grapes and lettuce led OPN’S list.

“The organic berry category is currently a ‘hero’ of the produce aisle,” says Kyla Oberman, director of marketing for Watsonville, CA’s California Giant Berry Farms. “The sector is characterized by robust growth that outpaces the broader food market, driven by a surge in superfood health consciousness and improved year-round availability.

“For consumers, the decision to buy organic is not a trend — it’s a deliberate prioritization of health and transparency.”
— Kyla Oberman, California Giant Berry Farms, Watsonville, CA

“As we look at the 2026 landscape, berries aren’t just a seasonal favorite; they are a primary driver of overall retail growth, consistently outpacing conventional produce in both dollar sales and consumer velocity.”

SEPARATE VS. INTEGRATION

Retailers employ a mix of strategies, including dedicated organic sets and integrated displays alongside conventional items.

“Co-merchandising organic and conventional items together can be highly effective, as it allows shoppers to compare options and encourages trade-up,” says Sunkist’s Howard. “It also helps normalize organics as part of everyday shopping rather than a separate niche category. Separate organic sections can be beneficial for destination shoppers who actively seek out organic products. However, integrating organics into the main produce set often drives greater overall movement by increasing visibility and making it easier for shoppers to choose organic options.”

Big, planned displays can help movement.

“The most important thing is to clearly identify and market organics with clear shelf tags and signage,” says Four Seasons Produce’s Chasser. “You need to make it easy for the customer to decipher.”
Separate organic sections can be beneficial for destination shoppers who actively seek organic products.

“If you segregate the organics, you are basically marketing to the organic consumer, while if you integrate it and the price isn’t too far apart, you may gain some sales from crossover and even conventional consumers who say, ‘oh, for 30 cents, I will buy the ‘healthier’ option,’” says Chasser.

WET WALL INFLUENCE

Because of its color, freshness and abundance can create visual impact, wet walls remain effective merchandising tools and should serve as the focal point of the produce department, says Grimmway’s Diesl.

“Organic should be merchandised in a way that is easy to identify and clearly communicates its value,” she says. “The most effective way to drive organic sales is to focus on conversion and help shoppers move from interest to purchase.”