When consumers think of natural food, their focus may extend beyond organic origin and preparation. Although organic foods continue to be a strong and growing market, the natural food category now contains products that incorporate ethical and sustainability factors, such as equitable trade practices, genetic modification and humane treatment of animals.
Baby Boomers, the largest food spending demographic, are driving the natural products category through their preference for fresh, natural and organic ingredients, as well as their desire for flavors that are exotic, sophisticated and bold. In a recent Packaged Facts report called "Baby Boomers and the U.S. Food and Beverage Industry,"? Baby Boomers were found to spend more on household groceries and food than members of Generations X and Y, and seniors. More specifically, Boomers aged 45-54 spend $123 weekly on food, in comparison to $102 for 25- to 34-year-olds and $75 for 65- to 74-year-olds.