September 27/Austin, Texas/Press Release -- More Americans than ever are choosing natural and/or organic foods according to the fifth annual Whole Foods Market Food Shopping Trend Tracker Survey. The research revealed that nearly three out of four Americans (73%) do not want to compromise on the quality of the food they buy regardless of current food prices, and nearly two-thirds (64%) describe themselves as "value seekers" when it comes to grocery shopping.
The survey, conducted online within the U.S. by Harris Interactive on behalf of Whole Foods Market from August 3-7, 2012, among 2,274 adults age 18 and older, found nearly three out of four Americans (71%) prefer to buy natural and/or organic foods over conventional foods if prices are comparable. One in four Americans (27%) are devoting more than a quarter of their grocery dollars to natural and/or organic products, up 35% from four years ago.