As consumers continue to think about the quality of the food and beverages they consume and gain more curiosity about where their food comes from, they often turn toward natural and organic channels to find brands with the health and ecological benefits they crave.

Natural and organic products make up 3 to 3.5 percent of total food and beverage sales, with beverages making up approximately 12 percent of that amount, says Eben Jose, industry research analyst at IBISWorld, Santa Monica, Calif. “[Organic products] provide a new revenue stream for supermarkets, which is a relatively saturated market because groceries are such a necessity item,” he says. In addition, because prices of natural and organic items are usually higher than other products, they increase market revenue as well, he adds.