Demand for Organic Produce Continues to Grow
February 7, 2025 | 1 min to read
The market for organic produce is thriving as consumers seek convenience and variety in organic fruits and vegetables. Health concerns and competitive pricing drive both loyal organic shoppers and those new to the category. According to Cassie Howard, senior director at Sunkist Growers Inc., more consumers are willing to explore unfamiliar organic options as they become better informed about its benefits, indicating continual growth in the market.
The market for organic produce is booming, with consumers looking for convenience and diverse options among organic fruits and vegetables. Health concerns and affordable pricing are driving sales among consistent organic shoppers, while converting conventional produce consumers to try organic produce.
“Organic produce remains a growing segment of the produce department,” says Cassie Howard, senior director of category management and marketing at Sunkist Growers Inc., Valencia, CA. “We continue to see new shoppers enter the organic category, and our research shows that as consumers learn more about organic offerings, they are willing to try unfamiliar choices.”
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