The organic product consumer in 2026: health, value and clarity

The report The Organic Products Consumer 2026, presented as part of the training course Keys to selling organic products in 2026: trends and certifications, delivered by Mintel consultants Jimena Ávila Martin and Ophelie Buchet, analyses how the purchasing habits and motivations of organic product consumers are evolving in a context marked by inflationary pressure, price sensitivity and growing demand for information. The conclusions point to a more rational consumer who remains interested in organic products but who demands tangible value, clear health benefits and greater transparency to justify the purchase.

Health, the main purchase driver

In Europe and the United States, health has become the main motivation for buying organic products, ahead of other factors such as the environment. Consumers associate organic with the absence of pesticides, artificial additives, hormones and antibiotics, and look for direct benefits for their present and future wellbeing.

This trend also explains the growing interest in organic products with functional claims (immunity, energy, digestion) and in communication that emphasises concrete, understandable benefits beyond the organic label itself.

Price remains the main barrier

Despite this interest, price remains the main brake on growth in organic consumption. Between 64% and 74% of European consumers say they do not buy more organic products because they consider them too expensive, a perception shared in the United States as well

This context has reinforced a more selective purchasing attitude: consumers prioritise basic organic products (ingredients, everyday foods and options perceived as healthy) and cut back on indulgent or occasional organic products

Naturalness vs. organic certification

One of the report's key messages is the growing preference for naturalness over organic certification. In several markets, consumers place more value on attributes such as a short ingredient list, a low level of processing or natural origin than on the organic label itself.

This reality requires brands to reposition organic as added value, integrated into a broader narrative based on real ingredients, clear processes and tangible health benefits.

Confusion and demand for transparency

The report identifies a high level of confusion among consumers regarding organic certifications, sustainability claims and naturalness messaging. In Spain, for example, 64% of consumers acknowledge difficulties in telling sustainability certifications apart from organic production ones.

Against this backdrop, there is growing demand for clear, accessible information on the origin of ingredients, production methods and the real impact of products. Brands that communicate clearly — on the shelf, on the packaging or through digital channels — build more trust and make the purchase decision easier.

The growing weight of private label

Price sensitivity has given a strong boost to private label, which is also gaining ground in the organic category. In several European markets, more than half of consumers believe that private-label organic products offer quality comparable to that of specialist brands.

Private label therefore helps democratise access to organic products, especially in basic categories, and increases competition in terms of price and value proposition.

Opportunities for brands and companies

The report identifies several key opportunities for reviving growth in the segment:

• Demonstrate value beyond price, explaining in an educational way the long-term benefits of organic, including the concept of the “true cost of food”.
• Highlight local origin, an increasingly relevant factor for European consumers, who associate proximity with trust and quality.
• Innovate in product and formats, especially in functional and convenient categories and with appealing flavour propositions.
• Simplify the message, leading with naturalness and health, and using organic certification as support rather than as the sole argument.

A demanding, well-informed consumer

Looking to 2026, organic product consumers are not losing interest in the segment, but they are adopting a more critical and better-informed attitude. The key to connecting with this profile lies in aligning price, benefit and narrative, offering credible, accessible and easily understandable propositions.

In this context, the organic segment faces the challenge — and the opportunity — of strengthening its value proposition in order to keep growing in an increasingly competitive market geared towards health and perceived value.