Natural Grocers

Name

Natural Grocers

Legal name

Vitamin Cottage Natural Food Markets, Inc.

Website

https://naturalgrocers.com

Company type

Public

Founded year

1955

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Natural and Organic Grocery Retail

NAICS

Food and Beverage Retailers (445), Other Specialty Food Retailers (44529)

SIC

Retail-Grocery Stores (5411), Retail-Food Stores (5400)

akta.pro primary industry

Natural/Organic Supermarkets & Chains (CRAHAEAA)

akta.pro secondary industry

Supermarket Private Label–Led Grocers (CRAHAAAI)

Keywords

• Organic grocery retail
• Natural food markets
• Dietary supplements
• Health and wellness products
• Private label groceries

Headquarters

HQ city

Lakewood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. In-Store Grocery Sales: Primary revenue stream from physical retail stores selling natural and organic groceries including produce, dairy, meat, and pantry items
2. Private Label Products: Natural Grocers branded products including vitamin code, whole heart, and other private label lines sold at competitive price points
3. Freemium: Free membership loyalty program that drives customer retention and increased spending through member-exclusive discounts and special pricing

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Natural Grocers operates a chain of 172 physical retail stores across 22 U.S. states, selling organic and natural groceries, dietary supplements, and health and wellness products under a specialty grocery banner. The company complements its third-party branded assortment with a private label brand of more than 900 products and operates the {N}power customer loyalty program, supported by in-store nutritional health coach services.

Product overview

Natural Grocers is a family-operated natural and organic grocery retailer operating a single-format retail chain. The company offers a unified portfolio centered on natural and organic grocery products, with its own private-label brand (Natural Grocers Brand Products) comprising over 900 items including grocery, body care, bulk foods, household products, pet products, and vitamins/supplements. The core offering includes 100% organic produce, vitamins and supplements (5,000+ products), body care products, meat and seafood, dairy, frozen foods, grocery items, household products, bulk foods, grab-and-go items, pet products, books, and craft beer and organic wine. The company differentiates through strict product standards (body care standards, dietary supplement standards, egg standards, fish and seafood standards, etc.), Always Affordable pricing strategy, and its free {N}power loyalty program. Additional services include free nutritional health coaching and health education classes. The company operates 172 stores across 22 states as of mid-2026.

Differentiator

Problem solved

Functional benefit

Brands

• Natural Grocers Brand Products: Private-label product line launched in 2016, now offering over 900 products including grocery, body care, bulk foods, household products, and pet products.
• good4u

Products and services

• Natural Grocers retail stores
• Natural Grocers private label brand

Quantifiable outcome

• 100% organic produce in all stores
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Rodale InstitutecoreStrategic or Co-development PartnerStrategic partnership for the Ladybug Love campaign supporting regenerative organic farming practices. Rodale Institute is a nonprofit dedicated to pioneering organic farming through research, education, and outreach. The partnership aligns Natural Grocers' commitment to organic products with regenerative agriculture education.
• Local Food BanksminorOthersNatural Grocers partners with local food banks across their store locations to donate food and support community food security initiatives. These partnerships support communities in need through regular food donations.

Scale indicators5 records

Recent moves13 records

Expansion highlights5 records

Direct peers

• Sprouts Farmers Market: Public specialty grocer (NASDAQ: SFM) operating ~430 natural and organic-focused stores across the U.S. Most direct comparable to Natural Grocers in customer demographic, fresh-organic produce emphasis, and smaller-format store model.
• The Fresh Market: Specialty grocer focused on fresh, natural, and organic offerings in a small-box format. Closely comparable in curated assortment, customer demographic, and emphasis on perishable quality.

Broad incumbents

• Whole Foods Market: Amazon-owned natural and organic grocery chain with 500+ stores. Competes for the same health-conscious shopper but at broader scale, with stronger digital infrastructure (Prime, Amazon Fresh integration) and a national footprint.
• Kroger: Largest pure-play U.S. supermarket operator (NYSE: KR) with thousands of stores including Simple Truth (its natural/organic brand). Competes for the same basket with much greater scale and digital grocery capabilities.
• Albertsons Companies: Major U.S. grocery operator (NYSE: ACI) with banners including Safeway and its O Organics natural brand. Represents a comparable scaled competitor with expanding natural/organic assortments.
• Publix Super Markets: Employee-owned Southeast U.S. supermarket chain with growing greenWise organic/natural line. Competes for the same health-conscious shopper and has begun expanding into NG's footprint states.
• Trader Joe's: Private specialty grocery chain with 500+ U.S. stores. Competes for value-conscious natural-foods shoppers through private-label dominance, though assortment leans more toward prepared and packaged vs. NG's strict-standards organic produce.
• Wegmans Food Markets: Private East Coast regional grocery chain with strong organics, prepared foods, and wellness positioning. Overlaps with NG on natural/organic assortment and demographic, though geographically distinct.

Regional players

• New Seasons Market: Pacific Northwest regional natural foods grocer. Comparable in curated organic assortment and community-driven positioning, but limited to a smaller geographic footprint overlapping NG's PNW stores.

Emerging players

• Grocery Outlet Holding Corp. Public discount/extreme-value grocery operator (NASDAQ: GO) carrying opportunistic natural and organic inventory at lower price points. Represents a value-side threat to NG's 'Always Affordable' positioning among price-sensitive shoppers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/naturalgrocers
• Facebookfacebook.com/NaturalGrocers
• LinkedInlinkedin.com/company/531255

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Natural Grocers