Driven by increased consumer demand and shifting demographic preferences, the organic date segment is experiencing remarkable growth. "Health-conscious shoppers seek cleaner labels and nutrient-dense snacks, and organic Medjool dates very well meet these requirements," says David Baxter, Vice President of Sales and Marketing at Natural Delights. "As a result, organic Medjool dates have become an increasingly essential part of our product mix."
So far this crop year, organic dates have accounted for 40 percent of Natural Delights' global volume sales, which is a 50 percent increase over the previous year. This momentum reflects a broader trend within the fresh fruit category, where organic products continue to gain share. According to Circana data, in 2025, organic date sales in the U.S. are up 53 percent year-over-year and now represent nearly a quarter of all category sales (Circana latest 52 weeks 4/20/25).
"The overlap between organic shoppers and date loyalists is creating an exciting growth opportunity for our brand," commented Baxter. "We're seeing strong interest from 'loyalists' who consistently buy dates, and 'climbers'—younger, health-focused consumers who are increasing their organic purchases."
Organic Mini Medjool dates and organic date shipper.
Growth in snacking category
Among the organic offerings, Natural Delights' Organic Pitted Medjool Dates in retail-ready packs are the most popular, especially as shoppers continue to embrace dates as a naturally sweet, whole-food snack. The brand's commitment to innovation in this space was further demonstrated with the successful launch of Organic Coconut Mini Medjools earlier this year—an on-the-go snack that combines convenience with clean ingredients.
"Snacking is where we see the most dynamic growth," added Baxter. "While organic whole and pitted dates are most popular, our organic snacking products are resonating strongly with busy consumers looking for a wholesome, convenient option."
Global interest
Though the majority of Natural Delights' organic date sales remain domestic, the brand has seen growing demand in international markets, including Canada, Australia, New Zealand, Europe, and Southeast Asia. This global interest reflects the widespread appeal of organic Medjool dates as a versatile, naturally nutritious fruit.
With its expanding organic portfolio, the brand remains committed to meeting the evolving needs of today's shoppers while upholding the highest standards in farming and food production. "As more people prioritize health, sustainability, and transparency, Natural Delights is well-positioned to lead the organic Medjool date category into its next phase of growth."
For more information:
David Baxter
Bard Valley Natural Delights
[email protected]
www.naturaldelights.com