The big picture: Natural and organic industry sales data for 2023

So far in 2024, the U.S. natural and organic products market is riding an upward trajectory. After growing 4.8% in 2023, the total industry is projected to expand 5% this year. That’s good news. But within this sprawling industry, which includes everything from organic yogurt to green cleaning products to grass-fed steak to probiotic gummies, not every category is seeing an uptick in sales.

The data tells the tale—broadly. But every retailer’s experience navigating the marketplace dynamics and serving its customers has its own distinct narrative.

The data shows plant-based meat struggling industrywide and many retailers can attest to that, based on their own stores’ sales. However, other retailers have seemingly cracked the code on this challenging category, reporting solid growth for plant-based meat.

Here’s another factor to consider: When NFM first started covering the natural products industry back in 1981, nearly every sale came from independent natural products retailers. Today? Natural has turned mainstream. Competition comes from Walmart, Costco, Kroger, CVS and even convenience stores. And on the digital front, direct-to-consumer, Amazon and even TikTok are vying for sales.

Download this package of charts to see the specifics of industry sales, growth and projections.

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