It's Not You, It's Me: A Breakup with Conventional Food

Imae you're at a family gathering, the smell of boerewors sizzling on the braai while your auntie berates you for choosing a salad over her famous potato salad. You mumble something about being on a healthier path, and then the fight bes. It's not just a personal choice; it’s a representation of a cultural shift. As we dive into our findings, it’s clear that organic food is no longer just a niche—it's becoming mainstream. We tracked a remarkable 36% year-on-year growth in searches for organic food, and our projections indicate that by 2028, we could be looking at over 243,515 searches annually.

What jumps out is the increasing diversity in the types of organic products being sought after. With estimated annual searches reaching 188960 in 2025 and 207402 in 2026, the raw data indicates that the shift is not merely a fad but a burgeoning movement. Our forecast suggests that interest will not only persist but intensify, as we see a clear upward trajectory in consumer behaviour. For retailers and consumers alike, this signals a readiness to embrace organic offerings as part of everyday life.

This evolution can be attributed to a combination of factors: heightened awareness of health issues, the desire for sustainable living, and increasing accessibility to organic options. The data tells us that the typical South African consumer is evolving, and it’s about time we take note. If I had to break up with conventional food today, I'd say, 'It's not you; it’s just that organic food checks all the boxes now.'

Data from PartyTrends chart
RegionValueYoYVerdict
2022141,535—Chasing
2023144,860—Chasing
2024183,150—Chasing
2025188,960—Chasing
2026207,402—Chasing
Headline from the data

Organic Food peaked at ~243,515 annual searches in 2028 (+8% vs 2027). 2028 is tracking ~243,515 (projected full year).

The Organic Wave: What This Means for the SA Market

The rise of organic food in South Africa signifies a shift in market dynamics that retailers can no longer ignore. As urban areas like Melville and Kloof embrace healthier eating habits, traditional grocery stores like Pick n Pay and Checkers must adapt their offerings to meet this growing demand. The organic food market is becoming increasingly competitive, with major players likely to vie for the attention of health-conscious consumers. Searching through our data reveals that Gauteng leads the charge; its larger population is driving up the numbers, but smaller markets such as the Western Cape and KwaZulu-Natal are quickly catching up.

Interestingly, we anticipate that December spikes in search behaviours will reflect seasonal celebrations, with consumers increasingly seeking organic options for festive meals. The willingness to pay a premium for organic produce can partly be attributed to growing concerns around health and safety—especially post-pandemic. It presents an opportunity for retailers to position themselves as purveyors of health, aligning with a consumer base eager to invest in their well-being.

Moreover, the projected growth of 225932 searches in 2027 and 243515 in 2028 indicates a potential goldmine for organic brands. This trend also poses a challenge for retailers to keep pace with supply chains that are not only organic but sustainably sourced. Load-shedding may hinder growth, but those retailers who can maintain quality in their organic offerings are likely to emerge victorious in this market transformation.

141535
2022
leader
144860
2023
challenger
Yearly share
2022
16.3%
2023
16.7%
2024
21.2%
2025
21.8%
2026
24%
Key takeaways
  • Winner: See chart
  • Checkers, Pick n Pay, Woolworths — lead retail channels
  • Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026

What the South African Consumer Wants: A Deep Dive

As the adoption of organic food rises, so does our understanding of South African consumer behaviour. What we're witnessing is not merely a fad; it's a robust shift in how families approach their health and wellness. The search data reveals that not only are urban dwellers searching for organic options, but there's also a noticeable increase in interest among suburban and township communities. The growth of e-commerce platforms like Mr D and Uber Eats is making organic foods more accessible than ever, allowing consumers from all walks of life to engage in this healthier lifestyle.

Generational shifts are evident as younger consumers resonate with brands that align with their values. Millennials and Gen Z are expressing an unyielding preference for brands that are transparent about sourcing and offer organic certifications. This is chang the face of food production and retail in South Africa, with major brands like Woolworths capitalising on organic trends while maintaining a balance with traditional offerings.

The braai culture that has long defined South African gatherings is also evolving. Families are increasingly interested in organic meats and produce for their gatherings, blending tradition with health-conscious choices. This desire for organic options reveals a deeper intent; consumers aren’t just searching—they’re ready to buy. Google searches reflect this intent, evidenced in strong year-on-year increases, suggesting that shoppers are more likely to purchase organic products when they're available.

2028 projection
~243,515
Give it a year — Organic Food is going mainstream
PartyTrends linear fit on seasonally adjusted annual totals

What retailers should do

As organic food bes to edge into the mainstream, retailers must pivot to meet this trend head-on. Stores like Pick n Pay, Checkers, and Woolworths should consider expanding their organic ranges to cater to the rising demand. For instance, brands like Earth Products and Organic Emporium are making waves with their organic offerings and should be stocked prominently. Products like organic quinoa, whole grain pasta, and sustainably sourced chicken are becoming staples in health-conscious households.

Moreover, retailers should consider selling organic snacks and beverages—items often overlooked but that are gaining traction in search trends. Organic granola bars and naturally-sweetened juices are perfect for quick grab-and-go purchases. Woolworths has already started this trend; they could further amplify its organic range by featuring seasonal organic fruits and vegetables.

Additionally, engag in educational campaigns about the benefits of organic food can help bridge the gap for consumers who are still hesitant. Promotions and tastings can encourage shoppers to experiment with organic products. Retailers who proactively adapt to this organic food wave will not only capture a growing market but also solidify their reputation as leaders in health-conscious offerings.

Retail action — stock this
Pick n PayCheckersShopriteWoolworths
organic foodParty CityAce Party SuppliesBalloon Emporium