American consumers are increasingly going organic.

Sales of the additive-free offerings surged 11.5% in 2013, to $35.1 billion, according to the Organic Trade Association. That represents the sector’s strongest sales in five years, and the OTA is predicting 12% growth in 2014, the website Food Navigator-USA.com reports.

While organic items used to be limited to upscale retailers like Whole Foods and other niche retailers, the products have gone mainstream in recent years. Walmart started offering organic products like Wild Oats in April—undercutting the competition by 25%. Eight in ten U.S. parents claim to buy organic products.

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