Organic food sales growth slowed in 2021 as consumer priorities shifted

Dive Quick:

• Organic and natural foods sales rose about 2% in 2021 to attain $57.5 billion, in accordance to the Natural Trade Association’s once-a-year industry survey. This compares to a 12.8% growth fee in 2020, and a 4.6% improve in 2019.
• Amid specific natural and organic classes, toddler foods observed the best greenback gross sales advancement in 2021 at 11%, followed by beverages at 8%. Dairy and egg profits were being flat, even though nonetheless nearly 11% greater than in 2019, in accordance to the OTA. Treats, the only category to see a reduce in profits in 2020, posted 6% advancement in 2021 pushed by diet bars.  
• While the OTA positioned last year’s slower product sales expansion as “shifting again to historic traits,” the file-higher raise in foodstuff charges this calendar year will exam consumers’ commitment to having to pay much more to try to eat natural.

Dive Perception:

Taken independently, nearly each and every natural foodstuff classification held its individual in 2021, even if progress fees fell back to modest levels.

Gross sales of natural and organic fruits and vegetables rose about 4.5% in 2021 to achieve more than $21 billion, making up a 15% share of the overall phase. Although frozen fruits and greens were being a major driver of expansion in 2020 as people stocked up throughout the pandemic, income of frozen and canned products fell a bit last calendar year. In 2021, the refreshing create and dried beans, fruits and vegetables segments drove expansion, with profits up 6% and 6.5%, respectively.

Organic meat revenue — such as poultry, livestock and seafood — grew 2.5% in 2021 to achieve just about $2 billion, as opposed to a a lot more than 25% bounce in 2020. Poultry saw the highest expansion amount in the meat section at 4.7% to strike much more than $1 billion in profits.   

With the decline in pantry loading, organic and natural classes that observed explosive expansion in 2020 which include canned soup, nut butters and pasta sauce endured the largest declines in 2021, according to the OTA. 

Natural and organic bread and grains also had a post-pandemic tumble-off, as income “tapered off somewhat” in 2021 after a 30% raise in 2020, according to the team. Baking components, pastas, rice and other dry grains all observed declines.

In a push launch, the OTA pointed out that the classification “may perhaps keep on to battle” as the Ukraine war and other developments pressure provide chains. Blended, Ukraine and Russia are the supply of 30% of the world’s wheat, and charges for the staple grain have approached history highs as international materials shrink. This past week, the Food stuff and Agriculture Organization of the United Nations described that intercontinental wheat rates averaged extra than 56% higher in May well than the calendar year prior. These greater prices had been for all wheat products and solutions, not just those that are qualified natural and organic, which are inclined to carry a rate high quality.

For makers of organic foods and beverages, the challenge is two-fold.

“To maintain natural and organic strong, the industry will require to continue establishing ground breaking answers to source chain weaknesses and prioritizing efforts to engage and teach natural customers and enterprises,” OTA CEO and Govt Director Tom Chapman reported in a statement.

Proving the category’s truly worth to individuals at a time when food charges are hitting a 4-10 years high may be organic’s heavier carry. Buyers are currently buying and selling down and switching to a lot less highly-priced models underneath the force.

And consumers’ desire in acquiring organic may well also be feeling the strain. According to a new investigation of customer study data and social media key phrases by Brightfield Group’s Evergi platform, money has grown as a stressor in the previous 6 months, outpacing do the job, the pandemic, the news and deficiency of rest. In the meantime, consumers’ willingness or need to spend a lot more for distinct attributes has declined. Only 17% were keen to invest in natural and organic products in the fourth quarter of 2021 according to a study the team revealed, down three factors from the prior quarter.