Organic produce is growing in popularity, but merchandisers continue to face real barriers to converting that interest into purchases. Shopper concerns about higher prices and the risk of waste — buying organic only to have it spoil — remain the two biggest friction points at the point of sale.
This tension is familiar to anyone working the produce floor, but it's worth revisiting given the current environment. Organic price premiums have been widening — recent data showed organic produce running 59% above conventional — which makes the cost objection even harder to overcome.
For category managers, this is a reminder that organic growth doesn't happen on its own. Merchandising strategy, pack size, placement, and value messaging all play a role in bridging the gap between shopper intent and actual purchase.