Interest in the organics market is valid. The average annual growth rate for organic products from 1998 to 2001 was 24.5%; in 2001, sales reached almost $9.3 billion (SPINS/OTA). The segment is predicted to reach $18 billion by 2005 (Reuters Business Insights). More than half (55%) of Americans have tried organic foods, according to a nationwide survey commissioned by Whole Foods Market, Austin, Texas, last fall. In 2001, 63% of consumers were buying organic products in mainstream grocery stores.
However, according to a more recent nationwide survey commissioned by Whole Foods Market, 60% of respondents (an average of regular, occasional and infrequent users) indicated they would likely eat organic products more often if they tasted better. The challenge for today's food processors is providing good-tasting products that comply with labeling requirements and meet ingredient functionality.