The growing awareness about health and environment among consumers is boosting the market for organic products across the world. In addition, the trend towards ‘cleaner’ eating habits is influencing a broader range of consumers. Organic products are marketed as healthy, since they rarely contain artificial colourings, preservatives, aromas, and flavourings, and are grown without pesticides. Furthermore, the demand for more transparency is leading to strong growth in organic and non-GMO products.