One of the biggest shifts in the organic and natural landscape in recent years has been the dramatic increase in product selection and visibility of private brands, which are now available across retail channels. This availability has led to new perceived shopping behaviors among consumers, according to a report published by The Hartman Group, Bellevue, Wash.

Compared to a year ago: 

  • 38% of shoppers say they are buying more store brands overall.
  • 33% of shoppers say they are purchasing more private brands with a line of organic products. 

The study, “Organic & Natural 2018,” provides a snapshot of the demographic breakdown of who’s buying more organic store brands compared to one year ago.