“It’s all geared toward functionality and health,” says Alexandra Trott, who says she believes we’ll continue to see more and more organic product offerings in stores due to the grocer's new integrated model. Trott is the merchandising lead consultant for natural foods at 84.51, Kroger's data-driven arm of the business.

Find out the three areas of the store the largest grocer in the U.S. is looking to fill with natural and organic innovation this year—and how smaller, emerging brands can be part of the big push.