Americans Consuming More Organics than Ever: Whole Foods Survey

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Organics Booming: 65% of Americans Tried Organic Foods in 2005From The Progressive GrocerNOVEMBER 21, 2005 http://www.organicconsumers.org/organic/booming123105.cfmAUSTIN, Texas -- The number of Americans who've tried organic foodshas jumped to 65 percent in 2005, compared to 54 percent in2003 and 2004, and a quarter of 1,000 people responding to a surveysaid they're consuming organics more than they did a year ago, saidWhole Foods Market here.According to an annual survey released on Friday by Whole Foods here,10 percent of respondents said they consume organic foods severaltimes per week, up from just seven percent last year.The 2005 Whole Foods Market Organic Trend Tracker found thatAmericans are buying organic foods and

beverages for a variety ofreasons. The top three are: avoidance of pesticides (70.3 percent),freshness (68.3 percent), and health and nutrition (67.1 percent).More than half (55 percent) buy organic to avoid genetically modifiedfoods. Also, more than half of all respondents agreed that organicfoods and beverages are "better for my health" (52.8 percent) andbetter for the environment (52.4 percent)."Organic foods continue to move into the mainstream, and moreAmericans are choosing organic foods as part of a lifestyle aimed atwellness," said Margaret Wittenberg, v.p. of communications andquality standards at Whole Foods and a former member of the USDA'sNational Organic Standards Board."It's long been acknowledged that organic food is a better choice forthe environment, and we applaud organizations like The Organic Centerwho are working to more clearly define how organics are better andmore nutritious for our bodies

through long-term and meaningfulscientific studies."The survey unveiled significantly higher taste and quality ratingsfrom Americans who regularly consume organic foods and beverages.Fresh fruits and vegetables remains overwhelmingly the mostfrequently purchased category of organic foods at 73 percent. Produceis followed by non-dairy beverages (32 percent), bread or baked goods(32 percent), dairy items (24.6 percent), packaged goods such as soupor pasta (22.2 percent), meat (22.2 percent), snack foods (22.1percent), frozen foods (16.6 percent), prepared and ready-to-eatmeals (12.2 percent), and baby food (3.2 percent).One quarter of respondents said they purchase organic foods atnatural foods supermarkets, while 18 percent shop for organics atfarmer's markets.The main barrier to purchasing continues to be price; almostthree-quarters (74.6 percent) of respondents said the price oforganic food and beverages is

the main reason for not consuming more.Other reasons Americans are not consuming more organics, according tothe survey, include: availability (46.1 percent) and loyalty tonon-organic brands (36.7 percent).The Whole Foods survey of 1,000 Americans, now in its fourth year,wasconducted by Equat!on Research in August 2005 and is representativeof the United States adult population.Ronald A. Fells

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