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.