Natural Grocers® Named 2025 Retailer of the Year by Store Brands

Rhea-AI Summary

Natural Grocers (NGVC) was named 2025 Retailer of the Year by Store Brands for growth in its private-label assortment while maintaining its Always AffordableSM mission.

In 2025 the company expanded the Natural Grocers Brand with new organic household cleaners, egg pasta, luxury skincare and seasonal items, emphasizing attributes like non-GMO, hormone- and antibiotic-free, pasture-based and cruelty-free sourcing. The brand now includes over 900 items, is sold exclusively across the company's 168 stores, and the company plans further private-label additions in dairy, body care and frozen foods in 2026.

Positive

• Named 2025 Retailer of the Year by Store Brands
• Private-label assortment grew to over 900 items
• Products available at 168 stores with planned category expansion in 2026

Negative

• None.

News Market Reaction – NGVC

-1.32%

1 alert

-1.32% News Effect

On the day this news was published, NGVC declined 1.32%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Natural Grocers Brand items: over 900 items Store count: 168 stores Brand launch year: 2016

3 metrics

Natural Grocers Brand items over 900 items Size of private-label assortment as of 2025

Store count 168 stores Locations where new and future private-label products are sold

Brand launch year 2016 Launch year of the Natural Grocers private-label brand

Market Reality Check

Price: $24.88 Vol: Volume 193,691 is below t...

low vol

$24.88 Last Close

Volume Volume 193,691 is below the 20-day average of 332,203, suggesting subdued trading interest ahead of this award news. low

Technical Price at $25.80 is trading below the 200-day MA of $39.04 and sits 57.86% under the 52-week high of $61.22.

Peers on Argus

NGVC was down 1.53% while close grocery peers showed mixed, mostly modest moves:...

1 Up

NGVC was down 1.53% while close grocery peers showed mixed, mostly modest moves: VLGEA -1.07%, IMKTA -0.75%, GO +0.69%, DDL +0.70%, DNUT +1.66%. This points to stock-specific rather than broad sector trading.

Historical Context

5 past events · Latest: Dec 19 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Dec 19	Product launch	Positive	+0.4%	Launch of new grass-fed private-label beef snacks across all stores.
Dec 16	Product launch	Positive	-0.4%	New organic essential oils line added to body care offerings.
Dec 10	Seasonal product launch	Positive	+0.3%	Limited-edition organic winter coffees for the 2025 holiday season.
Dec 04	Promotional event	Positive	-2.9%	Holly Deals discount event with up to 50% off and member perks.
Dec 03	Store reopening	Positive	+0.0%	Grand Junction store relocation with expanded, energy-efficient format.

Pattern Detected

Recent company news around private-label expansion and promotions has produced small, mixed price reactions, with both gains and declines following generally positive operational updates.

Recent Company History

Over the last month, Natural Grocers has repeatedly highlighted private‑label growth and store-level initiatives. News on Dec 19, Dec 16 and Dec 10 focused on new branded snacks, essential oils, and seasonal coffees, while Dec 6–22 promotions and a Dec 17 Grand Junction reopening emphasized traffic and engagement. Price moves after these updates were small and mixed. Today’s Retailer of the Year recognition continues the theme of strengthening the Natural Grocers Brand and in‑store experience.

Market Pulse Summary

This announcement highlights Natural Grocers’ strategy of expanding its private-label assortment—now...

Analysis

This announcement highlights Natural Grocers’ strategy of expanding its private-label assortment—now over 900 items—while emphasizing quality standards like non-GMO and cruelty-free attributes. The 2025 Retailer of the Year award reinforces recent launches and store initiatives seen throughout December. In context with regulatory filings outlining unit growth plans and competitive risks, investors may focus on private-label penetration, same-store performance, and execution of the planned expansion across 168 locations in 2026.

Key Terms

private-label, non-GMO, cruelty-free

3 terms

private-label financial

"The award recognizes the grocer's expansion of its private-label products"

Private-label refers to products or financial services created by one company but sold under another company's brand name, often at a lower cost than brand-name options. For investors, private-label offerings can present opportunities for higher returns or carry different risks compared to well-known brands, making them an important factor to consider when evaluating market options.

non-GMO medical

"including attributes such as non-GMO, hormone- and antibiotic-free, pasture-based"

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.

cruelty-free medical

"pasture-based, cruelty-free and environmentally responsible sourcing"

Cruelty-free means a product and its ingredients were developed and tested without causing harm to live animals; it usually indicates no animal testing at any stage of product development. For investors, cruelty-free labels signal consumer demand for ethical, lower-risk brands and can affect sales, brand reputation and regulatory exposure — similar to a restaurant advertising locally sourced food to attract customers who care about sourcing and quality.

AI-generated analysis. Not financial advice.

LAKEWOOD, Colo., Dec. 29, 2025 /PRNewswire/ -- Natural Grocers®, the nation's largest family-operated natural and organic retailer, has been named 2025 Retailer of the Year by Store Brands. The award recognizes the grocer's expansion of its private-label products while staying true to its mission of offering healthy, high-quality items at its signature Always Affordable^SM price.

Natural Grocers® named 2025 Retailer of the Year for private-label growth and healthy products.

Throughout 2025, the retailer introduced a wide range of new products across multiple categories under the Natural Grocers® Brand. From organic household cleaners and organic egg pasta to luxury skincare items and seasonal favorites, each new private-label item was developed with the company's rigorous quality and wellness standards in mind, including attributes such as non-GMO, hormone- and antibiotic-free, pasture-based, cruelty-free and environmentally responsible sourcing, depending on the product category.

"Our private-label products are more than affordable options—they represent our values in action," said Raquel Isely, vice president of marketing at Natural Grocers. "Being recognized as Retailer of the Year by such a trusted publication within the industry is a proud moment for our team and a testament to the thoughtful work we do every day for our customers and communities."

A FOCUS ON QUALITY, TRANSPARENCY AND CUSTOMER CONNECTION
Natural Grocers' private-label strategy emphasizes transparency and customer education. Shoppers learn why choosing the Natural Grocers Brand aligns with health, sustainability, and community support. The company engages customers through in-person nutrition education from its Nutritional Health Coaches, in-store signage, sampling events, loyalty campaigns, digital channels, and educational content like the "Meet Your Farmer" film series.

EXPANDING PRIVATE-LABEL OFFERINGS
Since its launch in 2016, the Natural Grocers Brand has grown significantly, now offering over 900 high-quality items. These products span a variety of categories, including food, household goods, body care, and supplements, and are available exclusively at Natural Grocers stores.

Looking ahead to 2026, the company plans to further expand its private-label selection, focusing on new offerings in dairy, body care, and frozen foods. These products will be available at each of Natural Grocers' 168 stores, as well as new locations opening in the upcoming calendar year.

ABOUT STORE BRANDS AND RETAILER OF THE YEAR
Store Brands, an EnsembleIQ brand, is the leading media brand in the world of private label, providing industry-leading coverage of news and trends. The Retailer of the Year award by Store Brands celebrates retailers whose strategies demonstrate innovation, quality, and alignment with core company values. It highlights companies that balance customer needs, brand integrity, and operational excellence in a competitive marketplace.

• For more information about this and other awards the retailer has received, visit naturalgrocers.com/awards.
• You can learn more about Natural Grocers Brand Products here.
• For media inquiries, email 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-named-2025-retailer-of-the-year-by-store-brands-302649037.html

SOURCE Natural Grocers by Vitamin Cottage, Inc.

FAQ

What did Natural Grocers (NGVC) win in December 2025?

Natural Grocers was named 2025 Retailer of the Year by Store Brands.

How large is the Natural Grocers private-label selection as of 2025?

The Natural Grocers Brand includes over 900 items across food, household, body care and supplements.

How many Natural Grocers (NGVC) stores carry the private-label products?

Natural Grocers private-label products are available at all 168 stores.

What new private-label categories will Natural Grocers add in 2026?

The company plans to expand private-label offerings in dairy, body care, and frozen foods in 2026.

What quality claims does the Natural Grocers Brand emphasize for NGVC products?

Products emphasize attributes such as non-GMO, hormone- and antibiotic-free, pasture-based, cruelty-free and environmentally responsible sourcing where applicable.

Will Natural Grocers (NGVC) continue rolling out private-label items after 2025?

Yes; the company stated it will further expand its private-label selection and introduce new items in 2026.