US organic food & beverage sales rose 10.6% to $39.8bn in 2015, says OTA

US organic food & drink sales +11% to $39.8bn in 2015, OTA

US sales of organic food and drink surged 10.6% to $39.8bn in 2015, significantly ahead of the 3% growth in the overall food market, with some segments up more than 30% year-on-year, according to the Organic Trade Association (OTA).

Total organic product sales (which includes non-food items) rose 11% to $43.3 billion, said the OTA.  

Organic fruits and veggies sales rose by 10.5% to $14.4bn, with almost 13% of the produce sold in the US now organic; while organic dairy sales rose 10% to $6bn.

Sales of organic fresh juices and drinks surged 33.5% in 2015, making it the fastest-growing organic subcategory, closely followed by eggs (+32%), and organic condiments (+18.5%). Sales of organic snack foods, meanwhile, rose almost 14% to $2.3bn.

Demand outstrips supply

However, domestic production still lags consumption, said OTA, CEO and executive director Laura Batcha: “Dairy and grains were two areas where growth could have been even more robust in 2015 if greater supply had been available.

“There is an industry-wide understanding of the need to build a secure supply chain that can support demand. This goes hand-in-hand with securing more organic acreage, developing programs to help farmers transition to organic, and encouraging new farmers to farm organically.”

We all need to care about organic farmers having a livelihood

Asked about the price differential between conventional and organic food at a session on the future of organics at last month’s Food Tank Summit, Batcha said: “I’m not sure you’ll ever see price parity until the food policy system around organic changes. There is a reason why cheap food is cheap, but that said, we’re seeing increased accessibility to organic food.

Nearly 5% of all food sold in the US is organic."

Organic Trade Association

“But we all need to care about organic farmers having a livelihood. There is a premium at which if you go below it might not make sense for farmers to participate [in organic farming]. Data suggests it’s around 10% [the cut-off point at which there is not sufficient incentive for farmers to be in the organic space].”

However, much depends on the crop, said Charles Benbrook, research consultant at Benbrook Consulting Services:

"Dairy and grains were two areas where growth could have been even more robust in 2015 if greater supply had been available."

Organic Trade Association

 “In the tree fruit industry, there are some growers that are 100% organic because organic systems are the most profitable, but they aren’t selling their full crop as organic because it would flood the market and erode price premiums.

“But I think that in fresh fruits and vegetables, in 20 years, at least 50% will be grown organically.”

Natural vs organic

As for the difference between ‘natural’ (which is not defined by law) and ‘organic’ (which is underpinned by clear standards), confusion still reigns, says the OTA, which has urged the FDA to prohibit the use of the term ‘natural’ except where it is already defined in regulation (eg. ‘natural flavors’).

Meanwhile, some industry stakeholders – notably Annie’s president John Foraker - have predicted that more companies in the ‘natural’ foods sector will transition to organic, in part because it is underpinned by clear standards, and in part because it will help them stay ahead of the curve as more mainstream food brands get into the ‘natural’ space by cleaning up labels and ditching 'artificial' ingredients.

According to Foraker, who caught up with FoodNavigator-USA at the Expo West show in March: “I think that the natural products industry will move to organic. That’s where it’s going and it’s what consumers want. Today 4-5% of the market is organic, and I think it will ultimately get to 20%.”

But getting there will involve teaming up with large retailers and CPG manufacturers, said Foraker, who noted that Annie’s parent company General Mills has recently committed to more than doubling the organic acreage from which it sources ingredients from 120,000 acres today to 250,000 acres by 2019.

The OTA represents more than 8,500 organic businesses across the US. Its members include growers, shippers, processors, certifiers, farmers' associations, distributors, importers, exporters, consultants, retailers and others.  

Related News

Source: iStock

Millennial trust in organic seal helps drive up the segment’s sales

Annie's sales set to reach $400m in fiscal 2017

Annie’s president: ‘Over the last two years we’ve added four million new households each year’

Source: iStock

Carrageenan and other non-organic materials in organic products considered by NOSB

EXPO WEST trendspotting, organics, natural claims

EXPO WEST 2016: 'Unstoppable' growth in natural, organic and healthy?

Six in 10 non-organic shoppers see organic as overpriced, says Mintel

Investment to tackle organic ‘price barrier’

Will organic Gatorade cause a shift in the beverage industry?

'Organic is now mainstream': Daymon exec talks Gatorade’s organic launch

Source: iStock

OTA hopes to “turn the corner” on organic supply shortages in 2016

Going organic requires considerable financial investment. Photo: iStock - zoran simin

Can Kellogg's new Kashi cereal help encourage more farmers to go organic?

CORE Organic goes nationwide: 'This is going to be disruptive'

CORE Organic goes nationwide: 'We think this is going to be a disruptive brand'

Lawsuits over organic labels are not that common, says attorney: 'You either comply or don’t comply'

OCA sues Hain Celestial, Honest Co, over organic labels; both insist they 'fully comply' with USDA standards

Source: iStock

Nearly three-quarters of families make an effort to buy organic food, OTA survey reveals

Source: iStock

USDA wants to strengthen animal welfare rules under the organic standard

Source: iStock

OTA pushes for strengthened organic seed sourcing as a next step in creating seed purity standard

Frozen food brand Good Food Made Simple transitions to organic

Good Food Made Simple to transition to organic: 'We want to be clear what we stand for, and ‘all-natural’ is not clear'

General Mills VP marketing Steve Young (left) and Annie's president John Foraker (right)

Annie’s president: Today 4-5% of the US food market is organic, but we could get to 20%

Related Products

See more related products

Comments (1)

Jorge Hanau - 19 May 2016 | 07:42

Sucralose Prices Rising Without Control

Dear Elaine, In 2014 you posted an article saying that the 40 50 % drop in chinese sucralose was unrealistic. You were so right. Today we are being surprised by an apparentshortage in the supply of Chinese sucralose and a sharp rise in prices. Any idea where this is going. Appreciate your kind comment. Regards, Jorge Hanau NIUSWEET Mexico

19-May-2016 at 19:42 GMT

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.