Where Americans Buy Organic Food in 2026: Costco, Supermarkets, Store Brands, and How to Get the Best Value

About a decade ago, headlines predicted that Costco, the warehouse club known for bulk bargains, would overtake Whole Foods as the largest seller of organic food in America. The prediction proved right. Costco has been widely reported as the nation’s largest organic retailer, and organic food has moved far beyond natural food stores into supermarkets, discount chains, and online grocers.

This shift has made organic food more accessible and, in some categories, more affordable. It has also changed who supplies organic food and how it is produced. This article looks at the size of the U.S. organic market, where Americans buy organic food, the rise of store brands, what the shift means for prices and farmers, and how shoppers can get the best value.

The Size of the Organic Market

The Organic Trade Association’s 2025 Organic Market Report found that U.S. sales of organic products reached $71.6 billion in 2024, up 5.2 percent from the previous year and roughly double the growth rate of the total food marketplace. It was the first time since 2020 that organic outpaced the overall market. The National Center for Appropriate Technology summarized that produce was the main entry point for consumers, at $21.5 billion, about 30.1 percent of total organic sales, with berries, new apple varieties, and tropical fruits growing strongly and packaged salads declining. Organic beverages grew to $9.5 billion and organic dairy and eggs rose 7.7 percent to $8.5 billion.

FreshPlaza noted that the report found the price gap between conventional and organic products narrowed in 2024, particularly in grocery and dairy categories, making organic options more accessible to price-sensitive shoppers and contributing to more organic purchases at mainstream retailers.

How Costco Became the Biggest Organic Retailer

Costco’s rise in organic food reflects its business model: high volumes, limited product selection, and low margins. By committing to buy enormous quantities, Costco can negotiate lower prices from suppliers and pass savings to members. According to reporting by Tasting Table, citing former Costco chief financial officer Richard Galanti, Costco’s organic sales reached about $6 billion in 2024, making it the largest retailer of organic produce in the United States and representing nearly a tenth of the organic food market. Costco’s Kirkland Signature store brand includes many organic products, from eggs and milk to frozen vegetables, olive oil, and pantry staples.

The company has also taken steps to secure supply, such as helping farmers finance land and equipment to transition to organic production, because organic supply can be tight for some crops. Large buyers’ demand can encourage more farmland to transition, but it can also concentrate purchasing power.

Where Else Americans Buy Organic

Retailer type	Organic approach	Typical strengths
Warehouse clubs (Costco)	Bulk organic staples, Kirkland Signature organic line	Low unit prices; requires membership and bulk buying
Conventional supermarkets	Store-brand organic lines alongside national brands	Convenience, wide selection
Mass merchants	Growing organic assortments, including store brands	Price, broad reach
Natural food stores (Whole Foods, Sprouts)	Large organic selection, specialty brands	Variety, quality standards
Discount grocers (Aldi, Trader Joe’s)	Private-label organic products	Low prices, curated selection
Food co-ops and farmers markets	Local and independent producers	Direct relationships, local food
Online grocery	Delivery from many retailers	Convenience, price comparison

Whole Foods Market, acquired by Amazon in 2017, remains closely identified with organic food and has a strict list of banned ingredients for the products it sells. Conventional supermarket chains have developed large store-brand organic lines that rank among the best-selling organic brands in the country. Discount grocers such as Aldi and Trader Joe’s offer private-label organic products at relatively low prices. Online grocery and delivery services have made organic products available to shoppers far from natural food stores.

The Rise of Store-Brand Organics

Store brands, also called private labels, have become a major force in organic food. They must meet the same USDA Organic standards as national brands and are often produced by the same contract manufacturers. Because retailers do not spend as much on branding and marketing, store-brand organics are frequently cheaper. For shoppers, this has made organic staples such as milk, eggs, canned beans, frozen vegetables, and pasta more affordable. For organic brands, store-brand competition puts pressure on prices and margins, one reason many independent organic brands have sold to larger companies, as discussed in our article on who owns organic brands in 2026.

How to Get the Best Value on Organic Food

Compare store brands. Store-brand organic products must meet the same USDA standard as name brands and are often significantly cheaper.

Buy staples in bulk if you can use them. Warehouse clubs offer low unit prices on organic staples, but only if the food will be used before it spoils.

Choose frozen and canned organic options. Frozen organic fruits and vegetables are nutritious, keep longer, and often cost less than fresh.

Prioritize. Many shoppers focus organic purchases on foods they eat most often or on produce they are most concerned about, while buying conventional versions of others.

Shop seasonally and locally. Farmers markets and community-supported agriculture programs can offer good prices on in-season organic produce.

Check unit prices. Comparing price per ounce or pound reveals the true cost across package sizes and stores.

What Mainstreaming Means for Farmers

The growth of organic sales at large retailers has created opportunities for farmers to transition land to organic production and secure large contracts. It has also brought challenges. Large buyers can demand low prices and consistent volumes that favor bigger farms. Rising demand has increased imports of organic grains and other products, which in turn has raised concerns about fraud, addressed in part by USDA’s Strengthening Organic Enforcement rule. Some organic farmers and advocates worry that the organic standard is being shaped too much by large-scale operations. Others see mainstream retail as essential for expanding organic farmland and its environmental benefits.

Why Organic Food Costs More

Organic food typically costs more than conventional food for several reasons. Organic farms often have lower yields for some crops, rely more on labor for weed control, and pay more for organic seeds, feed, and approved inputs. Organic livestock require organic feed, which is more expensive than conventional feed, and outdoor access and pasture requirements add costs. Certification, recordkeeping, and inspections add expenses, and the transition period of three years before land can be certified means farmers incur organic costs before earning organic premiums. Separate handling to prevent mixing with conventional products adds costs along the supply chain. Scale helps reduce some of these costs, which is one reason prices have fallen in categories where large retailers buy in volume.

A Short History of Organic Retail

Organic food first reached shoppers through small natural food stores and food cooperatives in the 1960s and 1970s, often closely connected to local farms and the counterculture movement. In the 1980s and 1990s, natural food supermarkets such as Whole Foods expanded nationally. The federal National Organic Program, launched in 2002, created a single national standard and seal, making it easier for mainstream retailers to sell organic products with confidence. In the 2000s and 2010s, conventional supermarkets, Walmart, and Costco expanded organic offerings, and store brands grew rapidly. Amazon’s 2017 acquisition of Whole Foods and the growth of online grocery shopping further changed the landscape. Today, organic food is sold almost everywhere groceries are sold.

Organic Access and Equity

Despite broader availability, organic food remains out of reach for many households because of cost and limited access in some neighborhoods and rural areas. Some programs aim to improve access, such as farmers markets that accept SNAP benefits and offer matching incentives for fruits and vegetables. Lower-priced store-brand organics at discount and mass retailers have also expanded access. Public health experts emphasize that eating more fruits and vegetables of any kind is more important than whether they are organic, so families on tight budgets need not feel that conventional produce is a poor choice.

Does Organic Food Matter for Health?

Research suggests organic produce generally has lower pesticide residues than conventional produce, and some studies have found higher levels of certain antioxidants in organic crops, while differences in key nutrients are generally small. Large observational studies have reported associations between frequent organic consumption and lower risks of some diseases, but such studies cannot rule out other differences between organic and non-organic consumers. Our article on organic versus conventional food reviews the evidence in detail. For overall health, eating plenty of fruits and vegetables, organic or not, matters most.

Retailer Standards Beyond Organic

Some retailers set their own ingredient standards in addition to carrying certified organic products. Whole Foods Market, for example, publishes a list of hundreds of ingredients it does not allow in the foods it sells, such as certain artificial preservatives, colors, sweeteners, and hydrogenated fats. Other grocers have adopted similar “clean label” policies for their store brands. These standards are separate from organic certification: a product may be organic but contain an ingredient a retailer has banned, or meet a retailer’s standards without being organic. Shoppers who care about specific ingredients can read labels and retailer policies alongside organic certification.

Online and Delivery Shopping

Online grocery shopping has made it easier to compare organic prices across retailers and to find organic products in areas without natural food stores. Delivery services and online marketplaces carry many organic store brands and national brands, and some subscription services specialize in organic produce boxes, sometimes rescuing imperfect produce that would otherwise go to waste. Online shopping also allows shoppers to filter by organic certification and read ingredient lists before buying. Delivery fees and minimum orders can offset savings, so comparing total costs matters.

What the Future May Bring

The Organic Trade Association’s report includes forecasts through 2029, anticipating continued growth driven by younger consumers, expanding store-brand offerings, and growth in categories such as meat, poultry, and seafood, which grew 16.1 percent in 2024. Challenges include price sensitivity, limited supply of some organic ingredients, competition from other label claims such as “regenerative” or “natural,” and the need to maintain trust in organic integrity. Retail competition, particularly among large chains and warehouse clubs, is likely to keep shaping prices and availability.

The Role of Warehouse Clubs in Organic Supply

Warehouse clubs influence organic supply chains beyond their own stores. Because they sell enormous volumes of a limited number of products, their purchasing decisions can shift demand for specific organic ingredients, such as organic eggs, berries, or nuts, and encourage suppliers to expand production. Long-term contracts with large buyers can give farmers the security to invest in transitioning land to organic. On the other hand, a small number of very large buyers can exert strong pressure on prices and supplier terms. Organic dairy farmers in particular have experienced the effects of shifting purchasing decisions by large buyers and processors.

Organic Market Share in Context

Despite strong growth, organic products still represent a minority of total U.S. food sales. Produce has the highest organic penetration of any category, and some products, such as certain berries, salad greens, and baby food, have relatively high organic shares, while organic meat and many processed foods remain a small fraction of their categories. This means there is substantial room for growth, and that most Americans still buy mostly conventional foods. Price, availability, habit, and skepticism about organic benefits all influence purchasing decisions.

Who Buys Organic

Surveys by the Organic Trade Association and others indicate that younger consumers, including millennials and Generation Z, place growing importance on organic and clean-label products and are influential in organic growth. Parents of young children are another important group, particularly for organic baby food, dairy, and produce. Organic purchasing spans income levels, though higher-income households buy more on average. Motivations include reducing pesticide exposure, environmental concerns, animal welfare, taste, and perceptions of health, with social media and influencers increasingly shaping purchasing decisions, according to the OTA’s 2025 report.

Tips by Category

Produce. Compare prices across stores and formats; frozen organic berries and vegetables are often the best value. Buy in-season produce from farmers markets when prices are good.

Dairy and eggs. Store-brand organic milk and eggs are widely available and usually cheaper than national brands. Check labels for pasture-related claims if animal welfare matters to you.

Meat and poultry. Organic meat is among the most expensive categories; consider buying in bulk and freezing, or using smaller portions combined with legumes.

Pantry staples. Organic canned beans, tomatoes, pasta, grains, and oils are often competitively priced in store brands and warehouse clubs.

Snacks and processed foods. Organic processed foods carry the same nutritional considerations as conventional versions; organic cookies are still cookies.

Key Terms

Certified organic: Products produced under USDA National Organic Program standards and certified by an accredited agent.

Private label: A retailer’s own brand, such as a store-brand organic line.

Transition period: The three years land must be managed organically before crops can be certified.

Organic premium: The higher price organic products command compared with conventional ones.

Mainstream channel: Conventional supermarkets, mass merchants, and warehouse clubs, as opposed to natural food stores.

The Bottom Line

Organic food has gone mainstream. U.S. organic sales reached a record $71.6 billion in 2024, growing faster than the overall food market, and Costco has been reported as the largest organic retailer, with conventional supermarkets, mass merchants, and discount grocers also selling large volumes, often through store brands. This shift has made organic food more accessible and narrowed price gaps in some categories, while raising questions about supply, farm consolidation, and standards. Shoppers can get the best value by comparing store brands, buying frozen and bulk staples wisely, and prioritizing the organic purchases that matter most to them.

Common Misconceptions

“Organic food at big-box stores is lower quality.” Certified organic products must meet the same USDA standards wherever they are sold.

“Store brands use cheaper organic standards.” There is only one USDA organic standard; store brands must meet it.

“Organic is only for wealthy shoppers.” Store brands, frozen foods, and bulk staples have made organic options more affordable, though costs remain higher on average.

“Whole Foods sells the most organic food.” Reports indicate Costco now sells more organic food than any other U.S. retailer.

“Organic growth has stalled.” Sales grew 5.2 percent in 2024, faster than the overall food market.

Questions to Ask When Shopping

Is this product certified organic, and who is the certifier? Is a store-brand version available? What is the unit price compared with conventional and other organic options? Is a frozen or canned version a better value? Will I use this quantity before it spoils? Are there local or seasonal options that offer better value or freshness? Asking these questions helps shoppers balance cost, quality, and personal priorities when choosing organic products.

Key Facts at a Glance

U.S. organic sales reached $71.6 billion in 2024, up 5.2 percent, about twice the growth of the overall food market, according to the Organic Trade Association. Produce led at $21.5 billion (30.1 percent of organic sales), followed by beverages at $9.5 billion and dairy and eggs at $8.5 billion. Organic meat, poultry, and seafood grew 16.1 percent. Costco has been reported as the largest organic retailer, with about $6 billion in organic sales. The price gap between organic and conventional narrowed in some categories, and store brands, which meet the same USDA standards, often offer the best value.

These figures describe the national market; prices and selection in any individual store or region can differ considerably, so comparing local options remains worthwhile.

Further Reading

The Organic Trade Association publishes annual market reports and summaries, and organizations such as the National Center for Appropriate Technology and trade publications report on organic market trends. USDA’s organic program explains certification and labeling, and retailer websites describe store-brand organic lines and ingredient policies. Comparing these sources helps shoppers and producers understand where the organic market is heading and how retail competition affects prices and supply.

For farmers considering organic production, USDA and university extension programs offer guidance on the transition process, certification costs, and market opportunities with large and small buyers alike.

Organic Prices Around the Country

Organic prices vary widely by region, store type, and season. Urban areas with many retailers and strong demand may offer more competitive prices and selection, while rural areas may have fewer options. Warehouse clubs and discount grocers tend to offer the lowest prices on organic staples, while specialty stores may charge more but offer wider selection. Seasonal produce is typically cheaper at peak harvest. Shoppers can track prices for frequently purchased items across a few stores and use digital coupons, store loyalty programs, and sales to reduce costs further. Comparing unit prices remains the most reliable way to identify the best value.

Organic Imports and Supply

Rising organic demand has outpaced domestic production in some categories, particularly organic grains for animal feed, which are often imported. Imports have also increased for products that cannot be grown widely in the United States, such as coffee, cocoa, bananas, and many tropical fruits. Reliance on imports creates challenges for traceability and fraud prevention, addressed by USDA’s Strengthening Organic Enforcement rule, and has prompted calls for policies to help more U.S. farmers transition to organic production. Large retailers’ long-term purchasing commitments can support domestic transition by providing reliable markets for new organic farmers.

For shoppers, country-of-origin information on produce and some packaged foods can indicate whether an organic product is domestic or imported, which matters to those who prefer to support local or national farms.

The Shopper Experience

Shoppers report different experiences across retailers. Warehouse clubs offer low prices but large quantities and limited choice, which suits larger households. Conventional supermarkets combine convenience with growing organic sections, though selection varies by location. Natural food stores offer the broadest range of organic and specialty products, along with knowledgeable staff, at generally higher prices. Discount grocers offer a focused selection of private-label organic items at low prices. Farmers markets provide direct contact with growers and seasonal variety. Many organic shoppers combine several of these channels to balance price, convenience, and their values about where food comes from.

Some shoppers also use community-supported agriculture subscriptions, which deliver a share of a local farm’s harvest weekly, providing fresh organic or sustainably grown produce while supporting farms directly.

What Retailers Say

Retailers describe organic as one of their faster-growing categories and invest in store brands, supplier partnerships, and marketing to attract shoppers. Large chains point to their scale as a way to make organic food affordable for more families. Critics argue that scale also concentrates market power and can squeeze farmers. Both perspectives can be true at once, which is why many advocates call for policies that support farmers’ bargaining power, fair contracts, and diverse markets alongside expanded retail access for consumers.

Shoppers who want to support particular farms or brands can look for producer information on packaging, ask stores about sourcing, and use their purchases to favor practices they value.

Final Shopping Checklist

Before your next grocery trip, consider making a list of the organic items you buy most often, checking prices at two or three stores you use, and noting where store-brand organic versions are available. Buy frozen organic produce for items you use slowly, and fresh organic produce for what you will eat within a few days. If a warehouse club membership makes sense for your household size, compare total annual savings with the membership fee. Small, consistent choices like these can make organic food a more affordable part of a household budget over time.

Over time, these habits can lower costs significantly while still allowing households to choose organic for the foods that matter most to them. Tracking spending for a month or two can show where organic purchases add the most value and where conventional alternatives make more sense for a particular budget and set of priorities.

As organic options continue to spread across store types and price points, shoppers have more power than ever to decide how organic fits into their lives, whether that means buying a few key items or making organic the default for most of their groceries, depending on household size, budget, and values.

A Balanced View

The mainstreaming of organic food brings clear benefits: more shoppers can find and afford organic products, and growing demand supports more organic farmland. It also brings trade-offs: concentration of purchasing among a few large retailers, pressure on farm prices, reliance on imports for some ingredients, and debates over whether the organic standard is being stretched to fit industrial-scale production. Shoppers can weigh these considerations by deciding where to spend their organic dollars, perhaps buying staples from large retailers for value while supporting local organic farms and cooperatives for some purchases.

Whatever the mix, the fundamental standard behind the USDA Organic seal is the same at every store, so the key decisions for shoppers are about price, convenience, and which producers they want to support.

As the market continues to grow, competition among retailers is likely to keep expanding organic choices and putting downward pressure on prices for many everyday staples.

Seasons and Sources of Organic Produce

The supply of organic fruits and vegetables in U.S. stores shifts with the seasons. In summer and fall, much organic produce comes from U.S. farms, particularly in California and other major growing states. In winter, a larger share is imported, with Mexico supplying many organic vegetables and fruits, and South American countries supplying berries, grapes, and other fruits during the Northern Hemisphere winter. Prices and selection change accordingly. Shoppers looking for value can favor organic produce in season locally, buy frozen organic fruits and vegetables in winter, and check country-of-origin labels if they prefer domestic products.

Frequently Asked Questions

Who sells the most organic food in the U.S.?

Costco has been widely reported as the largest organic retailer, with organic sales of about $6 billion.

How big is the U.S. organic market?

U.S. organic sales reached $71.6 billion in 2024, according to the Organic Trade Association.

Are store-brand organic products as good as name brands?

They must meet the same USDA Organic standards. Quality and taste vary by product, but certification requirements are identical.

Is organic food getting cheaper?

The price gap between organic and conventional narrowed in some categories in 2024, and store brands have made many organic staples more affordable.

What organic category sells the most?

Produce, at $21.5 billion in 2024, about 30 percent of organic sales.

References

1. Organic Trade Association. 2025 Organic Market Report. ota.com
2. National Center for Appropriate Technology. Organic Market Report Highlights Industry Growth. May 7, 2025. ncat.org
3. FreshPlaza. Organic produce sales hit $21.5 billion in 2024. 2025. freshplaza.com
4. Tasting Table. The Grocery Chain That Sells More Organic Produce Than Whole Foods. tastingtable.com

Last updated: October 6, 2026