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Since 1996, The Hartman Group has documented the evolving organic and natural marketplace through the food culture lens. This report, Organic & Natural 2018, extends previous work on consumer aspirations, attitudes, and behaviors related to organic and natural food and the transformation occurring in today’s marketplace. 

In 2018, we are witnessing an intensification in consumer investment in organic and natural foods, the result of a momentum in both consumer and industry engagement.  

Organic and natural product versions have become available in more brands, categories, retailers, and restaurants, appearing at compressed price premiums. Consumers are trying more, buying more, and strengthening their positive beliefs about organic and natural foods. 

As industry answers consumer calls for higher food standards, the organic and natural market has become more complex. The lines between natural and conventional are blurring, and new distinctions are emerging at a rapid pace. 

Report package includes general report (PowerPoint and PDF), including executive summary, in-depth analysis and implications, and demographic data tables (Excel).