Organic products continue to trend as the demand for clean & clear label products accelerates. There is only finite growth potential within this space, however, as the debate around the sustainability of organic produce will intensify. This long-term dynamic is already being felt in organic new product development, which may have reached a natural ceiling. In 2017, 10 percent of all new food and beverage launches tracked feature an organic claim. The organic trend took off in 2013 and has stabilized since 2015.