Traction. 2015 was the year natural products gained significant traction outside their core channels of distribution. Overall, natural and organic product sales grew a stunning 14.9%, adding $9.367 billion to total $72.4 billion in sales, and reaching 11.75% of total U.S. food store sales. Perhaps more noteworthy is this fact: total U.S. food store sales grew 3.1%, adding $19.1 billion; meaning natural and organic products growth made up nearly half (49%) of this number. At this rate, the natural products industry is on track to reach one-third of total food store sales within the next generation, or $500 billion of the then $1.5 trillion U.S. food store business.