2026 Pesticides in the Pantry:
Transparency & risk in food supply chains

PwC survey found:

1. Concerns over ultra-processed foods and pesticide use are intensifying among approximately 60% of consumers surveyed.
2. 70% of consumers now use healthcare apps or wearable technologies; a niche group of ‘health-tech enthusiasts’ (9% of our sample) report making significant lifestyle changes resulting from their use.
   
   

The OTA reported that U.S. sales of certified organic products accelerated in 2024 with an annual growth rate of 5.2%, more than double that of the overall marketplace which grew at 2.5% in the same period. Dollar sales for organic also reached a new high of $71.6 billion in 2024…meaning consumers are purchasing more organic food and prioritizing limiting their exposure to pesticides.

The MAHA movement is boosting consumer interest in organic foods.

Food Navigator reports:

1. 30–40% of Gen Z and Millennials prefer purchasing food at natural and organic stores or farmers markets.
2. “Younger consumers are proactively looking to steer away from things that don’t align with their health values.”