Consumers in towns surrounding colleges and universities, like Austin, Texas, and Bloomington, Ind., also lean toward organics.
“They are really showing good, strong organic growth that matches higher levels of education and income,” he said.
Organics have become “very mainstream,” especially in the salad category because the price differential is so small — typically 10% — Cabaluna said. Occasionally, the price of organics is the same as the price of conventional.
About 24% of the overall salad category is organic, she said. But for the tender leaf portion, 54% of sales are organic.