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Sales of natural products featuring third party certifications surged in 2012, according to new data from SPINS, with non-GMO project verified products leading the charge (+18%), followed by Fair Trade USA (+17%), Certified Gluten Free (+17%), and Certified B Corporation (+15%).
SPINS, which measured sales of natural products within natural, specialty gourmet, and conventional retailers in the year to December 22, 2012, said the growth of natural and organic products outpaced overall store growth across all channels in 2012, clocking a 13.3% rise in sales to break through the $36bn barrier.
Organic sales were growing at 12% while natural products were growing at 13%.
To put this into context, Symphony IRI data shows that overall sales of consumer packaged goods in grocery outlets were up just 3.4% last year, while volumes were flat (-0.3%).
SPINS: Coffee, baby food, and nut & seed butters post strongest growth in natural arena
The fastest growing natural food categories in the natural space were coffee, coffee substitutes & cocoa (+40%); followed by baby food (+34%); nut and seed butters (+27%); shelf-stable fruits and veggies (+27%); and shelf-stable meats, poultry and seafood (+26%), said SPINS.
The top four natural categories were vitamins & minerals ($2.34bn); packaged fresh produce ($2.31bn); yogurt & kefir ($2.18bn); and chips, pretzels and snacks ($1.37bn).
Symphony IRI: 2012 was the year of energy drinks, bottled water and weight management
According to Symphony IRI data covering all grocery categories, the strongest performers in 2012 were energy drinks, bottled water, and coffee, unit sales (ie. volumes) of which surged 18.7%, 4.6% and 4.5% respectively.
2012 was also a good year for unit sales of weight management products (up 15.1%); crackers (up 5.1%); snack/granola bars (up 4.3%); and vitamins (up 4.5%).
Meanwhile, unit sales of cold cereal; fresh bread & rolls; chocolate candy; and salty snacks declined 3%, 3.3%, 3.7% and 0.6% respectively in 2012.
Convenience was also the only channel to demonstrate volume growth, seeing a 2.6% rise in unit sales in the 52 weeks to Sept 9, 2012 compared with a 2.5% decline in the drug channel and a 2.7% decline in the food channel.
Click here to see PINS' infographic on natural products in 2012.
To download the SymphonyIRI report on Center Store: Driving Growth from the Inside Out, click here .
7 comments (Comments are now closed)
GMO Food Debate
Good article. GMO food debate is never ending topic. Learn more about GMO food debate here - http://www.rosebudmag.com/truth-squad/gmo-documentary-films-educate-yourself-about-gmo-foods-debate
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Posted by Jecob Martin
04 February 2013 | 06h33
so not much good news here
so consumption increased for non-gmo/organic foods. the only good news here. "natural" can be so not natural and full of gmos. convenience foods--plastic wrapped veggies and bottled water--add to pollution of our planet. diet foods? vitamin pills? get real. seriously, get real food-- organic fruits and veggies--to be healthy. exercise. you don't need a program or a pill. if it comes in a box out a can, you don't need it.
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Posted by amy b
28 January 2013 | 19h25
GMO,s need to go away
I don't buy gmo products and in countries where they are labeled neither do 90% of the consumers . We need to move toward that in the usa to improve the health and well being of nature, which we are part of .
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Posted by Gene Hunter
28 January 2013 | 19h00
Clarification: 'Natural' definition does include organics
Jorge: A note from SPINS: "The definition of 'Natural' (up 13%) does include organics…. So organic is a subset of natural and not separate. Also, the 12% number for organic only includes those products with at least 70% organic content. Hope that clarifies."
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Posted by Editor's comment
26 January 2013 | 15h02
Rebecca
I am just trying to understand your comment.
You state that since foods do not currently declare GMO on thier label, you will not purchase them. But if they agree to label as containing GMO you will purchase them? I don't really understand your logic.
I thought the main reason for labeling of GMO was to avoid it?
You have already decided that foods contain GMO so why do you care if it is labeled?
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Posted by Mike
25 January 2013 | 19h20
"Naturals" vs. "organics"
It is pity that in this interesting compilation “organics” were not singled out. “Natural” includes “organic”, but not all “naturals” are “organic”. Furthermore, the publication states that “naturals” grew 13% while “organics” grew 12%, as if organics were not included in “naturals”, an observation that seems to be purposefully slanted in favor of “naturals” against “organics”. The distinction between these two kinds of products deserves better treatmet from serious surveyors and newsmedia.
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Posted by Jorge Casale
25 January 2013 | 15h58
Good News
Never underestimate the power of consumers. Label GMOs! I will not buy a single bit of it until they agree to label it - we have a right to know what is in our food. I will keep buying non-GMO food until I see the change I want from the food industry!
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Posted by Rebecca
24 January 2013 | 23h01
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