Sales of organic produce in the US were up over 20% in spring 2020 amid the COVID-19 pandemic, which has had
“dramatic consequences for the organic sector”
according to data published by the Organic Trade Association (OTA). The US organic market grew by almost 5% in 2019, reaching US$18bn, with millennials and the younger generations the main drivers of this growth in demand. However, according to Maggie McNeil of the OTA, the outlook is far from clear for the sector. The whole of the US economy has taken a battering from the fallout of the pandemic, which has led to less purchasing power for households. This might translate into more price-conscious consumers who are unwilling to fork out more for more costly organic products. However, the pandemic also appears to have made consumers more health-conscious. This may lead them to shifting purchases towards more healthy options like organic fresh produce.