Here's how organic tomato purchases are trending, according to a consumer survey

Editor's note: The following report is from The Packer’s Organic Fresh Trends 2024, which provides insight based on survey responses from consumers. Since 1983, The Packer has sponsored major consumer studies to track trends in the purchases and consumption of fresh produce, documenting the fluctuation in purchases of specific fruits and vegetables as well as changing attitudes toward industry issues.

Organic retail tomato sales took a small step back in 2022, but the commodity still is a top performer in the produce department.  

Circana reports organic tomato retail sales of $267.3 million in 2022, down 1.5% from 2021. 

Retail organic volume in 2022 was 67.8 million pounds, down 3.2% from 2021. 

In 2022, organic tomatoes accounted for 3.4% of total organic sales and 6.7% of total retail tomato sales. 

The Packer’s Organic Fresh Trends 2024 shows that 15% of consumers said they purchased organic tomatoes exclusively, up from 14% in the 2023 survey and from 13% from the 2022 survey. 

Thirty-seven percent of consumers in the Organic Fresh Trends 2024 survey said they buy organic fresh tomatoes at least some of the time, up from 34% in the 2023 survey and 32% in the 2022 survey. 

Higher-income consumers were more frequent purchasers of organic tomatoes exclusively, as Organic Fresh Trends 2024 shows 17% of consumers with income over $100,000 annually exclusively purchased organic tomatoes, compared with 13% for households making less than $25,000 a year. 

The Organic Fresh Trends survey shows that younger consumers are the most likely to buy organic tomatoes exclusively. Thirty percent of consumers aged 18-29 said they purchased organic tomatoes exclusively, compared with just 2% of consumers 60 or older indicating exclusive organic tomato purchases.

More info from Organic Fresh Trends 2024

Organic retail sales — Tomatoes 2022

• Pounds sold: 67.8 million
• Average retail price per pound: $3.94
• Retail sales: $267.3 million
• Percent of total organic produce sales: 3.4%
• Organic percent of retail tomato sales: 6.7%
• Change in sales from last year: -1.5%

Source: Circana

Organic purchasing patterns of tomatoes

• Organic only: 15%
• Organic at least some of the time: 37%*

*Includes consumers who purchase only organic and those who purchase a combination of both organic and conventional produce.

Reported ORGANIC ONLY by household income*

• $100k+:17.1%
• $50k<$100k: 15%
• $25k<$50k: 13% 
• Less than $25k: 13%

*Figures based on annual household income

Reported ORGANIC ONLY purchase by presence of children at home

• 1 kid: 26% 
• 2 kids: 21%
• 3 or more kids: 19%
• No kids: 10%

Reported ORGANIC ONLY purchase by region

• Midwest: 11%
• Northeast: 19%
• South: 17%
• West: 12%

Reported ORGANIC ONLY purchase by age*

• 18-29: 30%
• 30-39: 20% 
• 40-49: 19% 
• 50-59: 11% 
• 60+: 2%

*Considering primary household buyers

Reported ORGANIC ONLY purchase by ethnicity

• Asian: 18%
• Black/African America: 22%
• Hispanic: 14% 
• Other: 19% 
• White/Caucasian: 14%

Reported ORGANIC ONLY purchase by gender

• Women: 15%
• Men: 15%