According to Mike Mauti, managing partner of the Canadian company Execulytics Consulting, the organic sector's dollar sales will likely grow by 5-10% in 2022. This growth will be largely driven by the increase in the purchasing power of people under 25 years of age. "That is the largest and most powerful component of the organic movement," Mauti noted.
Steve Lutz, the senior vice president of ideas and innovation at Category Partners, based in Idaho Falls, Idaho, said the market was also being driven by the increased availability of products and the reduction in the price gap between organic and conventional products. This price gap has gradually narrowed over time due to increased product availability and this will continue to drive prices down in the future, he said.
A recent survey conducted by Execulytics Consulting illustrates Gen Z's interest in organic products. 5,000 Canadian grocery buyers were surveyed and 39% of consumers under the age of 25 stated that they only buy organic products and that organic products were their preferred choice. Meanwhile, only 25% of the people over 25 say the same.
This survey also showed that consumers under the age of 25 are interested in exotic products, such as mangoes, limes, and Asian vegetables, which could be a growth opportunity for these products.
At the same time, consumers in that age group have bought fewer bananas, apples, potatoes, and strawberries than their older counterparts, he stated. This younger age group is not yet fully in the market. However, it will increase its purchasing power and, therefore, will drive the growth of organic products in the future.
During the third quarter of 2021, organic sales increased by 3.4% over the same quarter of last year, according to the Organic Products Network, Category Partners, and Nielsen.
Berries, apples, and packaged salads account for 85% of the growth in organic fresh produce sales during the third quarter of 2021. Specifically, berries sales grew by 11%.