According to The Packer’s Organic Fresh Trends 2022 consumer survey, interest in organic tomatoes remains about the same as last year, with 32% of buyers saying they chose organic products at least some of the time, as was the case last year. Thirteen percent said they always opted for organic tomatoes.
Organic tomatoes brought in more than $290.5 million in 2020, and marketers moved more than $75.4 million pounds of the vegetable, according to IRI. Organic tomato purchases are clearly driven by age. Thirtysomethings were the aptest to always buy organic products, followed by those aged 18-29. Interest in organics fell sharply once consumers hit age 50—with only 2% of those in their fifties and 4% of those age 60 and older saying they bought organic tomatoes in the past year.
Families with kids living at home were nearly twice as likely to always choose organic tomatoes as those without children. Households with two or more kids living at home were among the most likely overall to always buy organic tomatoes. The likelihood of an organic tomato purchase—both exclusively and periodically— increased according to income.
Likelihood of PERIODIC ORGANIC purchase based on household income
Less than $25 26%
$25-49.9 29%
$50-99.9 33%
$100+ 43%
*Figures in thousands; Annual household income
Likelihood of ORGANIC ONLY purchase based on gender
Male 17%
Female 11%
Likelihood of ORGANIC ONLY purchase based on presence of children
Have kids 19%
1 kid 14%
2 kids 23%
3 or more kids 23%
No kids 10%
Likelihood of PERIODIC ORGANIC purchase based on region
West 40%
Midwest 29%
South 34%
Northeast 26%
Likelihood of ORGANIC ONLY purchase based on age
18-29 25%
30-39 31%
40-49 18%
50-59 2%
60+ 4%
*Considering primary household buyers
Likelihood of PERIODIC ORGANIC purchase based on ethnicity
White 31%
Black/African American 30%
Hispanic 41%
Asian 30%
Other 36%
