The organic food market has been in a upward trend and the continuous success of the organic industry lies on a solid understanding of the consumers. This article offers a timely update of the characteristics of the organic consumers with the Nielsen Homescan Consumer Panel. Income is a key factor in the decision of consumers organic market participation yet it does not affect the consumption level of the existing organic consumers. Younger age and more education not only contribute to more consumer participation but also increase the existing consumption level. Moreover, consumption pattern differ across different family features, races and regions.