While much of the reporting in recent years has shown consumers trading down in grocery stores -- premium to value-price, national brands to private label, etc. -- the new Food Shopping Trends Tracker survey conducted by Harris Interactive for Whole Foods Market shows demand for higher-priced natural and/or organic products on the upswing.
The number of adults purchasing natural and/or organic items increased from 73 percent in 2009 to 75 percent this year. Perhaps, even more significantly, the number of adults who say natural and/or organics make up more than a quarter of their food purchases jumped from 20 percent in 2009 to 27 percent today.
More than four out of five Baby Boomers report being more concerned about what foods they eat today. Among Boomers, 54 percent say they are buying more organic and/or natural foods this year than in the past.
"While the economic downturn has brought renewed attention to getting more value for less money, it is encouraging to see that shoppers don't want to cut corners on healthy, high quality food," said Michael Besancon, senior global vice president of purchasing, distribution & marketing for Whole Foods, in a press release.
Discussion Questions: What is your takeaway from the big increase in the numbers of consumers who report that natural and/or organics make up at least 25 percent of their food purchases? Are mainstream grocers or specialty chains such as Whole Foods in the best position today to benefit from any upturn in natural and/or organic food and beverage sales?