11 August, 2025 – Driven by growing consumer awareness around health, sustainability and environmental impact, organic food and beverage is experiencing an evolution. The awareness of issues has given way to a rise in organic claims in food and beverage products, and how shoppers are perceiving this is becoming a key focal point. Familiarity plays an important part too, as does transparency in what sells. To understand this better, Innova Market Insights explores the current trends shaping the market for organic products, consumer behaviors towards them, and innovation opportunities for brands to leverage while addressing challenges around trust, transparency, and affordability.
Strengthening the Case for Organic Food and Beverages
As is the case with many things in contemporary society, planetary health Mirroring contemporary social values, sustainability is a key concern for consumers. The fact that many consumers rank this as their biggest concern over other global issues like corruption, highlights its significance to the global food and beverage market. Financially speaking, buying organic food is not always the easiest or most affordable. Yet nearly one in two consumers interested in organic food trends agree that they are willing to pay more for brands and products that are actively solving sustainability issues.
While consumers prefer to shop at eco-friendly businesses, their shopping habits don’t always reflect this. While consumers prefer to shop at eco-conscious businesses, their shopping habits do not consistently reflect this. There is strong interest in sustainable options, although they are not yet part of most consumers’ regular routine. Introducing more organic products to locations where consumers already shop could unlock new demand, and the majority of them do their grocery shopping at sustainability-focused supermarkets.
Organic Products are Falling Behind Other Claims
In the past twelve months, no additives and preservatives have been leading the way in health positioning as a percentage share of food and beverage launches. Although innovation in this category is waning, other health and lifestyle claims are gaining prominence. Even though organic is a common claim, consumers may still be skeptical about its benefits. Meanwhile, clearer and more relatable health and lifestyle claims continue to grow, and therefore, organic launches should be more specific in the benefits these products offer.
Certification cannot save organic products alone, despite transparency in ingredient sourcing and nutritional labelling being key influences for trust in a food brand. Trust remains a challenge, especially when it comes to larger companies and conglomerates. Price has become a more important factor for consumers, for which organic products are usually on the higher end of. Organic food trends reveal that ingredient sourcing is essential for building consumer trust, and transparency is a major part of that. Brands need to think beyond certification to communicate where and how ingredients are sourced, strengthening the credibility behind their claims and helping shoppers’ credibility behind their claims and helping shoppers identify them easily. This is evident in research by Innova Market Insights, which found that 27% of consumers globally report that food procurement, such as the quality and sourcing of ingredients, was the most significant factor in food safety for them. A further 33% said that independent third-party certifications, such as Fair Trade or non-GMO-based projects, made them feel more trusting in the safety and quality of a product.
Social Media is Shaping the Narrative Around Organic Food
Online buzz around organic food is having an impact, particularly in the summer months. Consumers tend to interact by sharing or engaging with online news articles, which account for a considerable reach per mention. A significant number of online interactions around organic foods focus on functional benefits, which can range from gut health topics about probiotics and prebiotics to energy boosting properties and enhanced cognitive functionality.
The Organic Food Market is Seeking Encouragement
There are still spaces that exist where organizations and programs are supporting organic food. It is becoming more commonplace to have conversations that shift away from industrial, ultra-processed food systems towards clean, organic, and regenerative agriculture. Suggestions are on the way in the form of subsidies that will go to organic farmers, along with many of the initiatives being earmarked for organic food production. This is generating an increased focus on organic agriculture and its role in sustainability and health, particularly in the United States.
Premium Standard Products Becoming Ever-Present
According to organic food trends, it is evident that dairy and snacking are the premium standard when it comes to the status of organic products on the market. These include gluten-free organic cookies and ice cream made from organic milk that is sourced locally. Brands will look to use claims like “heritage farming” and “sustainability” alongside organic certification to help bolster the product image, all while meeting growing consumer demand for both taste and eco-consciousness.
Natural Appeal is Generating Organic Conversations in Staple Foods
Reach and mentions for bakery and dairy are dominating the category, putting a spotlight on the organic attributes that are playing an important role in staple categories such as these. Organics are a key part of the broader healthier options movement. Beyond sugar reduction, protein is specifically relevant in dairy and plant-based products, while bakery conversations often highlight the use of nutritious grain elements.
Extending the Appeal of Organic Products Beyond Early Childhood
Now a trusted choice for baby and toddler food, parents are focusing on safety and nutrition with organic foods coming to the fore. Parents are prioritizing food and safety concerns, so organic food options are becoming the trusted choice for baby and toddler food. However, sustaining trust beyond this early childhood stage will require brands to build relevance with options that can be marketed to older age groups who see the benefits and support their healthy lifestyles. Although it is not a top driver for purchasing habits, organic does work well as a substitute for meat, which is one of the fastest growing categories for organic products.
While it is strongly associated with safety and purity in baby and toddler food, organic as a category is interestingly favored by consumers in the 55+ age group online. Demand for products varies across the age range, so organic brands should consider altering their offerings accordingly. By developing products that address the evolving needs and values of consumers at each stage of life, brands can encourage continued organic consumption as children grow into adults.
What’s Next in Organic Food & Beverage?
To emphasize more sustainable ways to restore ecosystems and continue improvements in soil health, brands need to look beyond selling products as just organic. Dairy, tea, and wine are examples of biodynamic-certified food and beverages that utilize organic farming certifications to their advantage. This creates an ethical resonance among shoppers and projects an image of a positive future where ecological farming is the norm.
Elsewhere in the category, a rising trend that is on the up is the growth of ready-to-eat organic snacks, along with frozen meal options that use minimal ingredients coupled with transparent sourcing.
Innovation in on-the-go formats like organic protein shots, baby food pouches, and meal kits for urban, health-conscious consumers. Also, if producers are looking to expand, it is becoming evident that convenient organic formats will help grow appeal. They can attract Generation Z and Millennials, who have been known to prefer easy-to-prepare and consume food that benefits their health objectives. There will also be a rise in more organic plant-based proteins and dairy alternatives that cater to flexitarian and vegan consumers. These will likely be followed by functional organic beverages infused with botanicals, adaptogens, and prebiotics for wellness-focused consumers.
This article is based on Innova’s Trending in Organic Food & Beverage – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more