Organic tomatoes brought in more than $233 million in sales in 2019, with more than 66 million pounds sold, according to data from IRI. Average retail price for organic tomatoes came in at $3.52 per pound, and organics comprised 7% of the tomato category.
The likelihood of a periodic organic tomato purchase decreased according to age, according to Organic Fresh Trends 2021. Half of all tomato buyers age 18-29 said they selected organic tomatoes at least some of the time, and 44% of those age 30-39 said the same.
For the third consecutive year, shoppers in the lowest income group were the least likely income group to buy organic tomatoes periodically and those in the highest income group were the most likely to select organic product.
Families with children were more likely to always choose organic tomatoes than those without kids. Last year households with two kids were the most likely to make an organic-only tomato purchase; this year it was families with one child who were most apt to buy.
African American consumers were more than twice as likely to always choose organic tomatoes, with nearly three in 10 saying they opted for organics sometimes in 2020.
