Baking & Snack - May 2021 - 61

SPECIAL CATEGORY REPORT
Organic Grains

Organic
GAINS MOMENTUM

A snapshot of
organic grains
shows steady
growth despite
challenges in cost.

Demand for organic baked goods continues to drive demand for
organic agriculture in the grain fields. While this category holds a
small share of total organic food sales and crop acreage, its gains in
both shelf space and acreage cannot be denied. In this special report,
see how consumers are responding to organic baked goods and how
environmental and health concerns continue to drive sales. Also learn
what challenges still exist for organic agriculture as it tries to keep up.

©ratmaner - stock.adobe.com

Consumer popularity drives organic sales
Organic is here to stay. This once-niche category continues to enjoy steady growth and mainstream holding
power in supermarkets across the United States. From
the early 1990s to the early 2000s, organic made major strides with increases in certified organic acreage
and organic food purchases eclipsed conventional food
purchases in 2000. The Organic Trade Association
(OTA)'s 2020 Organic Industry Survey showed that
even though the food segment is dominated by produce, bread and grains take up 11.4% of these sales.
And it continues to grow. In 2019, OTA recorded that
the bread and grains category sales hit $5.7 billion,
which was up 6% from 2018.
And not even the coronavirus (COVID-19) pandemic
can slow this growth. In fact, organic bread sales growth
numbers from Nielsen show that dollar sales increased
8% from 2018 to 2019, but sales grew 19% from 2019
to 2020. Organic flour surged 51% in sales from 2019 to
2020, outpacing the entire flour category, which grew 33%

during the same time. OTA's survey also showed that 90%
of likely organic shoppers said that organic would become
even more important during the pandemic.
" The health associations of natural and organic foods
will make them more important than ever during a global health pandemic, as many adults seek ways to support
overall wellness during uncertain times, " said Karen
Formanski, health and nutrition analyst for Mintel.
Mintel's report on the natural and organic food shopper revealed that 55% of organic consumers purchase
these foods because they believe them to be healthier
than conventional products, while 23% make these
purchase decisions based on sustainability concerns.
While adults between the ages of 25 and 44 make up
the bulk of organic shoppers, these motivations hold
steady across different age demographics.
Organic consumers are typically younger and more
likely to be parents, but older demographics offer a
growth opportunity for the organic food category as

www.bakingbusiness.com / May 2021 Baking & Snack 61


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Baking & Snack - May 2021

Table of Contents for the Digital Edition of Baking & Snack - May 2021

Baking & Snack - May 2021 - Intro
Baking & Snack - May 2021 - 1
Baking & Snack - May 2021 - 2
Baking & Snack - May 2021 - 3
Baking & Snack - May 2021 - 4
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