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Natural and organic foods have caught a brisk tailwind during the pandemic, as consumers increasingly seek out food options with a health halo. One element of this demand has played out in the increased demand for organic produce, which has seen its sales outpace conventional fruits and vegetables over the past year. This is after years of otherwise moderating growth. Plant-based options, which also benefit from a natural cache, had gotten a window to win over consumers who faced empty meat cases in the early months of the pandemic. New entrants, brands and products in this space have flourished over the past year, in everything from plant-based meats to dairy alternatives to cheeses. Clean label has also grabbed its moment as brands such as RXBAR and That’s It make a small but mighty ingredient list a differentiator in a sea of competition. The trend has also encouraged big CPGs such as Mars, Hershey, Mondelez and Nestlé to whittle down their nutritional labels or invest in clean-label pioneers. It has also given ingredient suppliers such as Kalsec and Symrise an opportunity to offer more natural alternatives to artificial food ingredients as manufacturers rethink their formulations. Smaller manufacturers including Laird Superfood have gotten a leg up on their large CPG competition during the pandemic as they expand into new categories with a brand identity that embraces natural food options. In the following report, you’ll read about some of the bigger developments over the past year that demonstrate the renewed potential of the natural and organic trend. They include:
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