CONTINUOUS GROWTH OF THE ORGANIC MARKET
Kroger’s Simple Truth Organic, Walmart’s Great Value Organics, Aldi’s SimplyNature Organic and Safeway’s O Organics are some of the largest organic food brands in North America, and each of them is also a great example of retailer brand innovation.
Once upon a time, organic products at these retailers only existed on the perimeter in the dairy and produce categories, but increasingly, they are pervading into all sections of the grocery store and are showing up more in consumers’ baskets. Last year, 75% of U.S. households purchased at least one organic product, according to 2017 IRI panel data.
In large part because of the rapid growth of organic offerings across all food aisles, requests for organic food color for nutraceuticals are also on the rise.