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Millennial, Hispanic shoppers outpace organic spending

nielsen 2018 organic sales

In its year-end analysis of Fast Moving Consumer Goods, Chicago-based Nielsen says Americans are spending more on organics than ever before.

“While it shouldn’t come as a surprise to hear about the prominence of organic products, it might be interesting to learn that sales continue to outpace previous years,” Nielsen said, in its Tops of 2018: Organic report.

Organic products are up 9% in dollars and 8% in units, the report said. The average American household is spending just 0.2% more across all FMCGs.

“And at a time when the FMCG industry overall has experienced flat volume consumption, this growth is huge,” Nielsen said.

The report also singled out Millennials and Hispanic consumers as bigger spenders than other groups, with Millennials spending 14% more and Hispanic shoppers spending 13% more on organic than the previous year.

Gen X shoppers increased 9.5%, Boomers increased 7.2% and the Greatest Generation, also called the Silent Generation, increased 1.5%.

Milk led categories with the highest organic dollar sales over the past year, at $1.36 billion, despite a -2.3% drop in dollar growth. Of the Top 10 categories in the past year, fresh produce held three spots. Packaged salads ranked No. 2, at $1.12 billion and 5.7% dollar growth, apples were No. 7, at $393 million and 6.8% dollar growth, and carrots were No. 10, at $338 million and 2.8% dollar growth.

Read the full report here.


Pamela Riemenschneider is the Retail Editor for Blue Book services.