The Packer’s Organic Fresh Trends 2023 is valuable to marketers and retailers seeking to answer the question, “Who is my organic consumer?” In mid-October of 2022, more than 1,000 U.S. consumers were asked about their organic purchasing habits. The consumers were identified by geographic region, family size, gender, income, ethnic background and age.
From branded varieties to standard varieties, organic apples have a robust and growing presence in the produce department.
At $660 million, 2021 sales of organic apples accounted for an impressive 15.9% of total retail apple sales and represented 8.6% sales of all organic produce, according to IRI numbers.
Organic apples sales growth in 2021 tallied 7.2% over 2020, according to IRI.
The Packer’s Organic Fresh Trends 2023 shows that 10% of shoppers look to purchase organic apples exclusively, down from 11% in 2022 but unchanged from 2021.
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Thirty-two percent of those surveyed said they buy organic apples at least periodically, down from 34% from 2022 but up from 28% from 2021.
Organic Fresh Trends 2023 shows a higher likelihood of organic apple purchases for higher income consumers, families with kids and shoppers under 40 years old.
The difference in the age of consumers is a very telling sign about the priority of purchase intentions for organic apples, according to Organic Fresh Trends data. Just 3% of consumers over 60 said they purchase organic apples exclusively, compared with 21% of those 30-39 years old, and 22% of those from 18-29 years old who indicated. Survey results also show that consumers in the West and the Northeast are nearly two times more likely to prioritize organic apple purchases compared with consumers in the South and the Midwest.
