Natural Grocers® Launches New Organic Essential Oils

Rhea-AI Summary

Natural Grocers (NASDAQ:NGVC) launched a new private-label Organic Essential Oils line on Dec 16, 2025, adding 10 scents to its Body Care offerings at all 168 Natural Grocers stores.

Products are certified organic, cruelty-free, bottled in the U.S., and made without additives, residual solvents, fillers or preservatives. Price points include examples such as Organic Lavender 1 oz $18.99 and Organic Frankincense 1 oz $17.99, with 4 oz options for select scents.

Key Figures

Organic Cinnamon Oil $11.99/1 oz Product pricing for new organic essential oil line

Organic Eucalyptus Oil $6.99/1 oz Product pricing for new organic essential oil line

Organic Frankincense Oil $17.99/1 oz Product pricing for new organic essential oil line

Organic Lavender Oil $18.99/1 oz Product pricing for new organic essential oil line (1 oz)

Organic Lavender Oil $49.99/4 oz Product pricing for new organic essential oil line (4 oz)

Organic Peppermint Oil $12.99/1 oz Product pricing for new organic essential oil line (1 oz)

Organic Peppermint Oil $33.99/4 oz Product pricing for new organic essential oil line (4 oz)

Organic Tea Tree Oil $10.99/1 oz Product pricing for new organic essential oil line

Market Reality Check

$25.22 Last Close

Volume Volume 294,515 vs 20-day average 331,246 (relative volume 0.89). normal

Technical Shares at 25.31, trading below 200-day MA of 39.56 and far under 52-week high 61.22.

Peers on Argus 1 Up

Peers showed mixed moves, with Village Super Market at -0.6%, Ingles Markets at +1.6%, Dingdong at -1.91%, Krispy Kreme at +0.68%, and Grocery Outlet at -2.94%. Momentum scanner only flagged DDL with a +11.46% move, suggesting today’s setup for NGVC was more stock-specific than broad grocery-sector driven.

Historical Context

Date	Event	Sentiment	Move	Catalyst
Dec 10	Seasonal product launch	Positive	+0.3%	Launch of two limited-edition organic winter coffees under private label.
Dec 04	Promotional campaign	Positive	-2.9%	Holly Deals event with discounts up to 50% and member perks.
Dec 03	Store reopening	Positive	+0.0%	Grand Junction store relocation with reopening events and upgrades.
Dec 02	Trends outlook	Neutral	-1.3%	Publication of Top Trends for 2026 across health and sustainability.
Nov 21	Award recognition	Positive	-5.0%	Recognition with 2025 Sustainability in the Food Industry Award.

Pattern Detected

Recent promotional and branding news has produced mostly mild price reactions, with some notable negative divergences on otherwise positive announcements.

Recent Company History

Over the past month, Natural Grocers released several brand- and marketing-focused updates, including limited-edition winter coffees on Dec. 10, the Holly Deals event from Dec. 6–22, and a Grand Junction, CO grand reopening on Dec. 17. Additional communications highlighted 2026 wellness trends and a 2025 Sustainability in the Food Industry Award. Price moves around these items ranged from slightly positive to notably negative, indicating modest and sometimes contrary trading responses to promotional news.

Market Pulse Summary

This announcement adds a new organic essential oils line to Natural Grocers’ private-label Body Care offerings across 168 stores, extending a strategy already visible in recent seasonal coffees and other branded items. With the stock trading well below its 52-week high and under its 200-day moving average, investors may focus on how such extensions support traffic, basket size, and differentiation. Future updates on store growth, margins, and private-label penetration will be key metrics to track.

Key Terms

non-gmo technical

"non-GMO pickles and relish."

Non-GMO means a product or ingredient was produced without genetic modification techniques — the plant or organism’s DNA has not been intentionally altered in a laboratory. Investors care because non-GMO labeling can affect consumer demand, price premiums, shelf access and supply-chain cost; think of it like an organic or “no added hormones” label that can open certain markets, change margins, and create reputational risk or advantage for companies.

AI-generated analysis. Not financial advice.

Customers can choose from 10 different scents for their next indulgent aromatic escape at the company's Always Affordable^SM prices

LAKEWOOD, Colo., Dec. 16, 2025 /PRNewswire/ -- Natural Grocers®, the nation's leading family-operated organic and natural grocery retailer, has added a new line of organic essential oils to its private-label Body Care offerings. Responsibly sourced and cruelty-free, Natural Grocers® Brand Organic Essential Oils are crafted without additives, residual solvents, fillers or preservatives. Each scent is formulated to deliver quality and potency at an Always Affordable Price^SM.

Natural Grocers proudly expands its private-label Body Care line with 10 organic essential oil scents.

TREAT YOUR NOSE TO THE SCENTS OF THE SEASON
Though these premium-quality oils hit shelves at all 168 Natural Grocers locations just in time for the holidays, the scents are designed to last well beyond the season.

"From cinnamon to tea tree, with lemon in between, this line offers a scent and size for everyone. It's our hope that these oils delight the nose, while offering peace of mind," said Raquel Isely, vice president of marketing at Natural Grocers.

"We are proud to partner with a small, family-run company that bottles and ships all its products from the United States. They take pride in procuring oils from only the most reputable of sources and work closely with all their distributors. You can rest assured the ingredients in these oils—and how they are distilled and packaged—reflect that same level of care."

ORGANIC ESSENTIAL OIL VARIETIES/PRICING

• Organic Cinnamon Essential Oil ($11.99/1 oz)
• Organic Eucalyptus Essential Oil ($6.99/1 oz)
• Organic Frankincense Essential Oil ($17.99/1 oz)
• Organic Lavender Essential Oil ($18.99/1 oz)
• Organic Lavender Essential Oil ($49.99/4 oz)
• Organic Lemon Essential Oil ($9.99/1 oz)
• Organic Oregano Essential Oil ($19.99/1 oz)
• Organic Patchouli Essential Oil ($19.99/1 oz)
• Organic Peppermint Essential Oil ($12.99/1 oz)
• Organic Peppermint Essential Oil ($33.99/4 oz)
• Organic Rosemary Essential Oil ($10.99/1 oz)
• Organic Tea Tree Essential Oil ($10.99/1 oz

PRODUCT ATTRIBUTES

• Certified Organic
• Cruelty-Free/No Animal Testing
• Alcohol-Free Production Process
• Made Without Additives, Residual Solvents, Fillers, or Preservatives
• Responsibly Sourced
• Bottled in the U.S. from Globally Sourced Ingredients

RECENT ADDITIONS AND COMING SOON
Since its launch in 2016, Natural Grocers Brand Products has grown to more than 900 high-quality items, available exclusively at Natural Grocers stores. Recent additions to the private-label line include two varieties of organic winter seasonal coffees and non-GMO pickles and relish. Customers can look forward to more premium-quality, Always Affordable products, including beef sticks and beef bites (on shelves now) and organic frozen fruit smoothie blends, coming soon.

• Click here for a media kit, courtesy of Natural Grocers.
• Learn more about Natural Grocers' Body Care Standards here.
• To request media samples, or for any press-related questions, please contact Katie Macarelli: kmacarelli@naturalgrocers.com.

ABOUT NATURAL GROCERS BY VITAMIN COTTAGE
Founded in 1955, Natural Grocers by Vitamin Cottage, Inc. (NYSE: NGVC) is an expanding specialty retailer of natural and organic groceries, body care products and dietary supplements. The grocery products sold by Natural Grocers must meet strict quality guidelines and may not contain artificial flavors, preservatives or sweeteners (as defined by its standards), synthetic colors or partially hydrogenated or hydrogenated oils. The Company sells only USDA-certified organic produce and exclusively pasture-raised, non-confinement dairy products and free-range eggs. Natural Grocers' flexible smaller-store format allows it to offer affordable prices in a shopper-friendly, clean and convenient retail environment. The Company also provides extensive free science-based Nutrition Education programs to help customers and Crew make informed health and nutrition choices. Natural Grocers is committed to its Five Founding Principles—including its "Commitment to Community" and "Commitment to Crew." In fiscal year 2025, the Company invested more than $16 million in incremental compensation and discretionary payments for Crew. Headquartered in Lakewood, CO, Natural Grocers has 168 stores in 21 states. Visit naturalgrocers.com for more information and store locations.

View original content to download multimedia:https://www.prnewswire.com/news-releases/natural-grocers-launches-new-organic-essential-oils-302643957.html

SOURCE Natural Grocers by Vitamin Cottage, Inc.

FAQ

When did Natural Grocers (NGVC) release its new organic essential oils?

The company launched the Natural Grocers Brand Organic Essential Oils on Dec 16, 2025.

How many scents of organic essential oils did Natural Grocers (NGVC) introduce?

Natural Grocers introduced 10 organic essential oil scents in the private-label Body Care line.

Are Natural Grocers (NGVC) organic essential oils available in all stores and when?

Yes; the oils hit shelves at all 168 Natural Grocers locations starting Dec 16, 2025.

What are example prices for Natural Grocers (NGVC) organic essential oils?

Prices listed include Lavender 1 oz $18.99, Frankincense 1 oz $17.99, and Cinnamon 1 oz $11.99.

What quality attributes do Natural Grocers (NGVC) organic essential oils claim?

They are certified organic, cruelty-free, bottled in the U.S., and made without additives or residual solvents.

Who manufactures Natural Grocers (NGVC) organic essential oils and where are they bottled?

Natural Grocers partners with a small family-run U.S. bottler; the oils are bottled in the United States from globally sourced ingredients.