Organics continue to shape consumer behavior in the produce department, with fresh data suggesting the “organic” label now functions as a quality signal comparable to a brand name.
During an August webinar “Challenge Consumer Assumptions to Steer the Future of Produce & Floral,” hosted by Circana and the International Fresh Produce Association (IFPA), experts discussed how organics remain resilient despite affordability concerns.
Rachel Blake, manager of global intelligence for IFPA, mentioned global differences in organic purchasing, saying we are a global society now.
“Brazil has … 90% of their population motivated to spend a bit more on organics, which is very high by global standards,” she adds.
With studies such as the Blue Zones Concept that show longer life spans in certain regions, many people are adapting, or adopting, eating patterns and ways of using foods that aren’t native to their original culture, Blake says.
This leads to a prioritization of produce that Blake says is seen consistently across markets. Part of that trend is an emphasis on organics.
“There’s an increased willingness to pay more, or to just pay what now costs more for what we know is a high-value, high-quality food item,” Blake says
According to The Packer’s Fresh Trends 2025, although the majority of consumers are still buying conventional fruits (non-organic), excluding strawberries, which are majority bought organic, Gen Z and millennials are more likely to buy organic produce, with millennials showing the highest loyalty, with one in three saying the majority of their produce is organic. These younger consumers are willing to pay 25% or more for organics.
In the U.S., organic’s role is less about farming methods and more about perception, Blake says. “What’s so fascinating about organic is … it has become a quality signal. The same way Chanel is a quality signal to a lot of people.”
For many shoppers, particularly younger consumers, organic is “table stakes,” a shorthand for trust and value in the produce aisle, Blake says.
Even SNAP recipients, typically more price-sensitive, show some engagement with organic items, says Jonna Parker, principal II for Circana Fresh Center of Excellence.
“There are elements of even SNAP recipients having a share of certain categories in organic,” Parker says. This indicates organic is not only a premium choice for affluent households but also a signifier of quality across income levels.
And despite inflation, organics are holding steady.
“Organic actually has had an increase in pounds this year despite all those headwinds in affordability,” Parker says.
Your Next Read:
