Opting for organic

Organic makes up 8% of the total produce category, and that number continues to climb. Growth is driven by increased household penetration, greater purchase frequency and growing availability, particularly in fruit, the report said.

“Core organic buyers want to buy organic as often and for as many items as possible, while occasional shoppers pick and choose based on item, occasion or price,” F.M.I. said. “Understanding the differences in behavior, attitudes and demographics is important to drive growth in both audiences.”