15 October 2012

Whole Foods survey reveals nearly three out of four Americans prefer natural and organic

The Fifth Annual Whole Foods Market Food Shopping Trend Tracker Survey conducted by Harris Interactive has shown that Americans are choosing natural and organic foods more than ever. Nearly three out of four Americans (73 percent) don't want to compromise quality food regardless of price, even though nearly two thirds (64 percent) consider themselves 'value seekers' when it comes to grocery shopping.

The survey was conducted online in the U.S. from August 3-7, 2012 among 2,274 adults (age 18 and older) and found that nearly three out of four Americans (71 percent) prefer to buy natural and organic foods over their conventional counterparts, so long as prices are comparable.  Plus there was a 35 percent increase from 2008 in Americans who say they devote at least a quarter of their grocery dollars to organic foods.

So what does this all tell us? Americans are starting to make a conscious shift towards natural and organic foods. Nearly half of respondents said they were willing to pay more for locally produced foods, a third said they were willing to pay more for foods with no artificial ingredients, preservatives or coloring and for meats raised with no antibiotics or added growth hormones.

Whole Foods Market plans to honor shoppers requests for affordable, organic foods by increasing their 365 Everyday Value line of organic products, as well as their bulk offerings.

Madeline Heising | Blog
Boston, MA Madeline is studying Communications and Public Advocacy at Northeastern University. Going vegan on a whim in 2011 changed her entire lifestyle for the better. Her course of study, health and career intentions now revolve around plant-based living. All it took was one question ‘Why would you care more about what goes on your body than what goes in it?’ When she’s not in classes she works at Teavana and keeps up her own recipe blog. The only thing that makes her happier than talking about food is traveling, but it’s a pretty close tie.

Photo credit:cc:flickr.com/photos/jimwinstead