The competitive paradigm has shifted from natural food chains pitted against each other into a more expansive battle in supermarkets
Americans’ perennial enthusiasm for all things health and wellness is expressed in the food they consume, and natural and organic retailers are often at the forefront of meeting this demand. Packaged Facts’ national consumer survey data published in the new report Whole Foods, Trader Joe’s, and Natural Channel Grocery Shopping reveal that, even among adults overall, at least half somewhat or strongly agree that organic fruits and vegetables—the mothership grocery department of the organic movement—are more nutritious, healthier, and taste better compared with their standard counterparts. Among natural food channel shoppers, this ratio shoots up to three-fourths.
More than merely the primary domain of specialty grocers such as Whole Foods and Trader Joe’s, natural and organic foods have crossed a major threshold and are now firmly established in mainstream supermarkets to meet growing demand. It’s a consumer driven food phenomenon that is several years in the making, notes David Sprinkle, research director for Packaged Facts.