Purchases of natural, organic remain steady
Sept. 14, 2011
by Meat&Poultry Staff
AUSTIN, Texas – Increasing food costs haven't curtailed most Americans' appetite for natural and organic foods, according to results of the latest Annual Food Shopping Trends Tracker Survey. Conducted online in August by Harris Interactive on behalf of Whole Foods Market Inc., the poll found that of 2,112 adults surveyed, nearly three out of four (74 percent) wouldn't compromise on the quality of the food they buy.
Seventy-two percent of Americans surveyed said they would continue to buy the same amount of natural and/or organic foods as they always have, and 24 percent of respondents said natural and/or organic foods would make up more than a quarter of their total household food purchases this year. Eighty-two percent of survey respondents said current food prices have affected their grocery shopping, and more than 75 percent said they have changed their cooking and eating habits due to the economy, with 57 percent reporting that they eat dinner at home and eat out less often.
Seventy percent of shoppers said they would like to find ways to be able to buy natural and organic foods within their budget, and 71 percent said they would buy natural and/or organic foods over conventional foods if prices are comparable. Whole Foods Market said it has made it a priority to offer natural and organic staples at everyday low prices with its expanded bulk offerings, more than 2,000 “365” and “365 Organic” Everyday Value lines, and promotions.
"This latest poll confirms consumers are still seeking out high-quality organic and natural products but are shopping in ways that help them to save money," said Walter Robb, co-CEO of Whole Foods Market.
The Food Shopping Trends Tracker survey was conducted online by Harris Interactive on behalf of Whole Foods Market Inc. between Aug. 16-18, among 2,112 adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.