The organic and natural products market has seen a significant surge in sales, with U.S. sales of certified organic products reaching a record-breaking $69.7 billion in 2023, up 3.4% from the previous year. This growth is a testament to the increasing demand for healthier and more sustainable options. The broader natural and organic product market, including supplements, personal care, and food, hit $302 billion in 2023, more than tripling the 2007 figure of $97 billion. With a projected growth of 5.1% for the natural and organic market in 2024, the industry is poised for continued expansion.
A Record-Breaking Year for Organic Sales
The organic food sector accounted for $63.8 billion of the total sales, while organic non-food products added $5.9 billion. This significant growth is driven by consumer priorities for health, sustainability, and trust in the USDA Organic label. As Tom Chapman, co-CEO of the Organic Trade Association, notes, “It is encouraging to see that organic is growing at basically the same rate as the total market… Although organic is now a maturing sector in the marketplace, we still have plenty of room to grow.” For more insights on organic labeling, check out our article on organic label confusion.
Year-over-Year Sales Growth
To understand the growth trajectory of the organic and natural products market, let’s examine the year-over-year sales data. The table below summarizes the sales growth for organic and natural products from 2007 to 2023.
| Year | Organic Sales ($ Billion) | Natural and Organic Sales ($ Billion) | Growth Rate (%) |
| — | — | — | — |
| 2007 | 21.1 | 97 | – |
| 2013 | 43.4 | 173 | 78.4% (since 2007) |
| 2023 | 69.7 | 302 | 74.4% (since 2013) |
The data indicates a steady increase in sales, with the natural and organic market more than tripling since 2007. This growth is expected to continue, driven by consumer demand for healthier and more sustainable options. As consumers become more health-conscious, the demand for plant-based dairy products is also on the rise, as discussed in our article on the booming plant-based dairy market.
Consumer Priorities: Health, Sustainability, and Trust
Despite economic pressures, consumers continue to prioritize health and sustainability, driving demand for organic products. The USDA Organic label has become a trusted marker for consumers seeking high-quality, sustainable products. As the organic sector grows at a rate comparable to the total food market, it’s clear that consumers are willing to pay a premium for products that align with their values. To capitalize on this trend, businesses can focus on innovation, such as developing vegan desserts, as seen in our article on vegan desserts market trends.
Fastest-Growing Categories: Protein, Dairy, and Personal Care
The fastest-growing categories in the organic and natural products market include protein, dairy, and personal care. Meat, fish, and poultry sales rose 13.1% in 2024, while dairy sales increased 9.8%. Supplement sales reached $69 billion, driven by sports nutrition and specialty ingredients. Personal care product sales grew 6.7% to $21 billion, led by deodorant, oral hygiene, and feminine care. Some key growth drivers include:
* Innovation in global flavors and probiotics
* Child-focused products
* Increasing demand for high-protein foods and dairy innovation
For businesses looking to capitalize on these trends, submitting a dessert recipe to be featured on our site could be a great way to get started.
E-commerce and Mainstream Adoption Fuel Momentum
E-commerce sales of natural and organic products increased by 7.3% in 2023, rebounding from previous declines. Natural products are outpacing non-organic products in both dollar and unit growth across all retail outlets. As the market shifts from niche to mainstream, it’s attracting a diverse demographic base. For local businesses looking to tap into this growing market, consider submitting your favorite local dessert shop to our business directory.
Industry Insights: Voices from the Industry
Industry experts are optimistic about the continued growth of the natural and organic products market. Kathryn Peters, head of industry relations for SPINS, notes that “Natural products are absolutely continuing to accelerate again. Dollars and units are moving about the same.” Jessica Rubino, VP of content and summits at New Hope Network, provides insights on growth in meat, fish, poultry, and dairy categories. As the industry continues to evolve, staying informed about the latest trends, such as those discussed in our article on snacking trends in 2024, will be crucial for businesses looking to stay ahead.
As the organic and natural products market continues to grow, it’s clear that consumer priorities are driving demand for healthier and more sustainable options. With a projected growth rate of 5.1% in 2024, businesses that prioritize innovation and sustainability are likely to thrive. For those looking to explore more vegan Easter desserts in 2025, our article on vegan Easter desserts provides some inspiration. You can also visit our Churro & foodie-themed apparel shop for some fun and unique merchandise.