PORTLAND, Ore. – Kosher is not just for Jews anymore. More non-religious people are buying kosher food these days, the Oregonian reports. Annually, 40% of kosher food sales happen around the Passover, but sales have been soaring throughout the rest of the year, too.

Last year, kosher products brought in $17 billion for grocery store sales across the country. Kosher food sales have increase 10% on average each year since 2005. In 1960, total kosher food sales only captured 10% of what they are today, according to the Kosher Advisory Service.

Non-Jews are driving most of the growth. Mintel reports that only 15% of the 11.2 million Americans who bought kosher foods last year did so because of their religion. “The Jewish population of the world is about 15 million people, and maybe 4 million of them are fully-observant Orthodox Jews,” said Tuvia Berzow, executive director of Oregon Kosher. “But the kosher food industry is a multi-billion dollar a year business. Companies like Nabisco and Kraft are spending hundreds of thousands of dollars a year to certify their products. Would they be doing that for a niche market of just 4 million people? Probably not.”

Part of the drive is the perception that kosher foods have more oversight than traditional grocery items. Kosher foods also have a healthy halo. In addition, kosher foods are more strictly monitored for dairy, among other ingredients, which appeals to those with dietary restrictions or food allergies.