While NBJ data clearly shows the momentum and progress of the $272.42 billion natural and organic products industry—which is expected to surpass $400 billion in annual sales by 2030—all brands and manufacturers know navigating the industry can be chaotic. This is where the Trends and Innovations Special Report steps in, using data from consumer surveys, social media references and innovation activity to find the truly trackable trends with momentum in the industry using our proprietary NEXT Trend Framework.

This research helped develop the three major cultural forces that are driving industry innovation: Holistic Health and Wellbeing, Purpose-Driven Commerce and Modern Life. Trends with the most momentum within these include harnessing the power of plants for health and addressing environmental concerns – from waste stream to focus on organic.

Concerns about diversity within the industry are rising as well, with Diverse Ownership capturing a spot in the top 10 trends identified through the research. Innovation activity is a large driver here, with incredible growth of new brands and startups from female, BIPOC or disadvantaged persons. Consumer engagement is more muted in comparison with other trends, but research indicates these brands have staying power.