In the United States, consumer demand for specialty processed foods is increasingly centered on natural, organic, and local offerings that represent health and ethical values. In 2023, organic food sales reached
approximately $63.8 billion, reflecting a 3.4% increase from the previous year, with packaged food categories such as sauces, baked goods, and baby foods leading the
growth (Gillco, 2022). Health remains the strongest motivator for organic food consumption, with more than 55% of consumers choosing organic foods to avoid
pesticides and synthetic additives (Funk & Kennedy, 2016). While only about one-third of consumers believe organic foods taste better, this perception is significantly
higher among frequent organic food buyers (Funk &. Kennedy, 2016).
