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Natural and Organic Foods and Beverages in the U.S., 3rd Edition
July 1, 2011
U.S. retail sales of natural and organic foods and beverages rose to nearly $39 billion in
2010, an increase of 9% over the previous year‟s sales of $35 billion, far outpacing
growth in conventional groceries, which crept ahead less than 2%. Despite the
continued sluggish economic recovery, Packaged Facts projects sales to more than
double by 2015, to exceed $78 billion. Growth will be jump-started in 2011, in great part
due to snack king Frito-Lay‟s switching half its snack portfolio to all-natural formulations.
In addition, attracted by the higher growth rates of natural/organic foods and beverages
and in response to consumer demand, other major consumer product companies are
becoming more deeply committed to natural and organic products, either through
acquisition or internal development. Such deep-pocketed marketers are in a good
position to fast-track their products into retail stores and onto consumer tables via their
massive product development capabilities, far-reaching distribution networks, and huge
advertising and marketing budgets.
This completely revised report, Natural and Organic Foods and Beverages in the
U.S., 3rd Edition, examines sales and growth potential, identifying key issues and
trends that will affect the marketplace through 2015. Extensive analysis via both
proprietary primary data from Packaged Facts‟ February 2011 Online Consumer Survey
and via Experian Simmons‟ national consumer panel data gauges consumer attitudes
and behaviors toward natural/organic foods and beverages, retail shopping patterns,
and media usage and preferences, both traditional and social. Also included is
comprehensive coverage of new product trends across dozens of categories, drawing
on new product data from Datamonitor‟s Product Launch Analytics database; dozens of
images of products and print ads; and profiles of trend-making marketers and retailers.
Interviews with industry experts round out this forward-looking market analysis, along
with the context of the broader social, economic and psychographic drivers of consumer
behavior and shopping preferences.
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TABLE OF CONTENTS
Chapter 1: Executive Summary
Scope of Report
Definition of “Natural”
Definition of “Organic”
Some Foodservice Crossover
Report Methodology
The Market
Retail Sales of Natural/Organic Foods and Beverages Approach $39 Billion in
2010
Produce and Dairy Are the Largest Categories

4. Figure 1-1: Share of U.S. Retail Sales of Natural and Organic Foods and
Beverages by Product Category, 2011 (percent)
Mass-Market Channels Capture Almost Half of Retail Sales
An Expanding Industry
The Marketers
Global Marketers, Investors Control Many Top Brands of Natural and Organic
Foods and Beverages
Recent Mergers and Acquisitions
Mainstream Marketers Going Natural
Organic Extensions of Mainstream Lines Not Very Successful
Is Selling the Company Selling Out?
The Gourmet/Natural Foods Synergy
Selling Nutritional Benefits
Selling Convenience
Private-Label Natural and Organic Products Booming
New Product Trends
Overview
Almost 2,900 Natural and Organic Products Launched in 2010
Table 1-1: Number of Natural and Organic Food and Beverage Product
Launches, 2006-2010
“Natural” the Most Popular Product Tag
Functional Drinks, Tea Top New Product Launches
ALDI, Hain Celestial, Whole Foods Lead Product Introductions
Natural and Organic Products Promote Ethical Causes
Consumer Trends
37% of Consumers Seek Out Natural/Organic Foods and Beverages
Table 1-2: Percent of U.S. Adult Consumers by Level of Agreement with the
Statement “I Seek Out Natural/Organic Foods and Beverages,” February 2011
(overall, consumers who buy organic groceries, and consumers who buy
packaged foods marketed as “all-natural”)
Supermarkets the Most Popular Place to Get Natural/Organic Foods
Fresh Fruit and Veggies Are the Most Popular Organic Categories
High Socioeconomic Status Characterizes Organic/Natural Shoppers
Attitudes Toward Food and Cooking
Attitudes Toward Nutrition
One Out of Three Households Use Organic Produce
Attitudes and Opinions Toward Foodservice
Internet Has Changed How Consumers Spend Free Time
Consumers and Traditional Media
Chapter 2: The Market
Market Overview
Scope of Report
Definition of “Natural”
Definition of “Organic”
Some Foodservice Crossover
Controversies Over Organic and Natural Labeling

5. Market Size and Growth
Methodology for Sales Estimates
Quantifying Sales of Organic Foods and Beverages
Quantifying Sales of Natural Foods and Beverages
Retail Sales of Natural/Organic Foods and Beverages Approach $39 Billion in
2010
Table 2-1: U.S. Retail Sales of Natural and organic Foods and Beverages, 2006-
2015 (in billions of dollars)
Natural Foods and Beverages: A Larger Slice of a Bigger Pie
Figure 2-1: Share of U.S. Retail Sales of Natural and Organic Foods and
Beverages by Market Segment: Natural vs. Organic, 2010 vs. 2006 (percent)
Produce and Dairy Are the Largest Categories
Figure 2-2: Share of U.S. Retail Sales of Natural and Organic Foods and
Beverages by Product Category, 2011 (percent)
Mass-Market Channels Capture Almost Half of Retail Sales
Figure 2-3: Share of U.S. Retail Sales of Natural and Organic Foods and
Beverages by Retail Channel, 2011 (percent)
Market Outlook
The Economy and Its Impact
Organic vs. Natural
Brand Organic?
And Certify Natural?
The Consumer Component
Figure 2-4: Percent of U.S. Adult Consumers Who Agree with the Statement I
Seek Out Natural and Organic Foods and Beverages,” February 2011
Nearly 60% of Organic Grocery Shoppers Anticipate Increasing Organic/Natural
Purchases
Figure 2-5: Percent of U.S. Adult Grocery Shoppers Who Buy Organic Groceries
Who Agree or Disagree with the Statement “I Anticipate an Increasing Proportion
of the Groceries I Use Will Be Organic or “All-Natural,” February 2011
Figure 2-6: Percent of U.S. Adult Grocery Shoppers Who Buy Packaged Foods
Marketed as “All-Natural” (But Not Organic)
Who Agree or Disagree with the Statement “I Anticipate an Increasing Proportion
of the Groceries I Use Will Be Organic or “All-Natural,” February 2011
Organic Foods and Beverages Carry a Price Premium
How Willing Are Consumers to Pay More for Organics?
Organic Farming Takes Root
Table 2-2: U.S. Certified Organic Acreage, 1992, 2000, 2003, 2005, and 2008
Young Farmers Joining the Field
An Expanding Industry and Marketplace
Sometimes It‟s Difficult to Produce Organic or All-Natural Foods
Census 2010: Nation Is Older, More Ethnic
Table 2-3: Demographic Snapshot of the U.S. Population, 2010
Health Issues Continue to Drive Sales
New 2010 Dietary Guidelines
MyPlate Icon Replaces Food Pyramid

6. Illustration 2-1: The New MyPlate Food Icon, Introduced in June 2011
Illustration 2-2: The Old MyPyramid Food Icon Introduced in 2005
Reasons for Buying Natural/Organic Foods and Beverages
The Fear Factor
Overlap Between Natural/Organic and Gourmet/Premium Foods
Table 2-4: Percent of U.S. Adult Consumers by Level of Agreement with the
Statement “I Seek Out Gourmet Foods and Beverages,” February 2011 (overall,
consumers who buy organic groceries, and consumers who buy packaged foods
marketed as “all-natural”)
Going Local
Table 2-5: Percent of U.S. Adults by Level of Agreement with the Statement “I
Seek Out Local and Seasonal Foods,” February 2011 (overall, consumers who
buy organic groceries, and consumers who buy packaged foods marketed as
“all-natural”)
Artisan Foods
Table 2-6: Percent of U.S. Adult Consumers by Level of Agreement with the
Statement “I Like to Buy Products with Artisan or Hand-Made Appeal,” February
2011 (overall, consumers who buy organic groceries, and consumers who buy
packaged foods marketed as “all-natural”)
Romancing the Products
Many Natural/Organic Foods and Beverages Support Other Environmental and
Social Issues
Table 2-7: Percent of U.S. Adult Consumers by Level of Agreement with the
Statement “Environmental and Ecological Issues Are Very Important to Me,”
February 2011 (overall, consumers who buy organic groceries, and consumers
who buy packaged foods marketed as “allnatural”)
Table 2-8: Percent of U.S. Adult Consumers by Level of Agreement with the
Statement “I Take Recycling Very Seriously,” February 2011 (overall, consumers
who buy organic groceries, and consumers who buy packaged foods marketed
as “all-natural”)
Sustainable Packaging
Humane Treatment of Animals and Sustainable Seafood
The GMO Debate
New Tests May Verify Organic Claims
Projected Market Growth: U.S. Retail Sales Will Top $78.4 Billion by 2015
Chapter 3: The Marketers
Marketer Overview
Global Marketers, Investors Control Many Top Brands of Natural and Organic
Foods and Beverages
Recent Mergers and Acquisitions
Mainstream Marketers Going Natural
Organic Extensions of Mainstream Lines Not Very Successful
Is Selling the Company Selling Out?
The Gourmet/Natural Foods Synergy
Figure 3-1: Number of Natural and Organic Food and Beverage Launches by
“Upscale” or “Gourmet” Package Tag/Claim, 2006-2010

7. Selling Nutritional Benefits
Table 3-1: Number of Natural and Organic Food and Beverage Launches By
Selected “Nutritional” Package Tags/Claims, 2006-2010
Selling Convenience
Figure 3-2: Number of Natural and Organic Food and Beverage Launches By
Selected “Convenience” Package Tags/Claims, 2006-2010
Private-Label Natural and Organic Products Booming
Figure 3-3: Private-Label Natural and Organic Food and Beverage Launches,
2006-2010
Advertising and Marketing Trends
Marketers Ally Themselves with Social and Environmental Causes
Good Works
Newman‟s Own
Illustration 3-1: Newman‟s Own Ad Encourages Consumers to Volunteer
Clif Bar
Illustration 3-2: Clif Bar‟s 2 Mile Challenge Promotes Riding Bikes
Guerilla Marketing Techniques
Illustration 3-3: Stonyfield Farm Lids Tout Environmental and Social Causes
CEOs Rap to Promote Organic Food and Beverages
Illustration 3-4: Stonyfield CEO Gary Hirshberg Sings Out to Promote Eating
Organic
Illustration 3-5: Honest Tea CEO Seth Goldman‟s “Rethink What You Drink!” Rap
Targeting Kids Through Entertainment
Illustration 3-6: Disney Channel Commercial for Horizon Organic Milk
Making Use of Websites and Social Media
Table 3-2: Percent of U.S. Adult Consumers by Level of Agreement with the
Statement “I Am Active on Online or Mobile Social Networks (e.g., Facebook or
Twitter),” February 2011 (overall, consumers who buy organic groceries, and
consumers who buy packaged foods marketed as “all-natural”)
Websites and Social Media
Starbucks Savvy About Social Media
Illustration 3-7: Starbucks Mines its Facebook Fans for Data
PepsiCo‟s Near East Food Products Less of a Success
Illustration 3-8: Cooking Video on YouTube for Near East Couscous
Illustration 3-9: Near East‟s Couscous Caravan Offers Free Samples at Outdoor
Venues
Advertising and Marketing Positioning
Illustration 3-10: Ad for Campbell‟s Select Harvest Soup Conveys Multiple
Messages
Competitive Positioning
Illustration 3-11: Sierra Mist Natural Takes on Sprite
Illustration 3-12: A Wisconsin Family Accepts the “Silk for Milk 10-Day Challenge”
Consumer Testimonials
Illustration 3-13: Consumers Testimonials in Mezzetta Pasta Sauce Ad
Good Enough to Serve My Own Family
Illustration 3-14: Frito-Lay‟s Ingredients Buyer Selects All Natural Ingredients

8. Limited Edition
Illustration 3-15: Muir Glen Reserve Tomatoes “Limited Edition” Ad
Nutritional Benefits
Illustration 3-16: Whole Grain Barilla Pasta Ad
Illustration 3-17: Great Day All-Natural Eggs Ad
Illustration 3-18: Sargento Reduced Sodium Cheese Ad
Poetry in Motion
Illustration 3-19: Fage Commercials: Poetry in Motion
Illustration 3-20: Starbucks Natural Fusions Coffee Ad
Real People
Illustration 3-21: Chobani Yogurt‟s Campaign Uses Real People‟s Stories
Simple Ingredients
Illustration 3-22: Häagen-Dazs Five Ad
Status
Illustration 3-23: Green & Black‟s Organic Chocolate Ad
Taste
Illustration 3-24: Newman‟s Own Salad Dressings Ad
Competitor Profiles
Amy‟s Kitchen, Inc
The Nation‟s Leading Organic Frozen Foods Brand
Clif Bar & Company
Raising the Ethical Bar
Dole Food Co., Inc.
Sustainable Organic Bananas
Illustration 3-25: Dole Organic Lets Consumers Trace Bananas to the Farm
Where They Were Grown
EVOL Foods
The EVOL Empire is Growing and Evolving
Frito-Lay
Going Natural
The Hain Celestial Group, Inc.
Growth Through Acquisitions
Honest Tea
Acquired by Coca-Cola
Benefits for Both Sides
Newman‟s Own, Inc.
Wholly Dedicated to Philanthropy
Organic Valley
Owned by a Cooperative of Farmers
Stonyfield Farm, Inc.
A Model for Corporate Responsibility
Chapter 4: New Product Trends
Overview
Almost 2,900 Natural and Organic Products Launched in 2010
Table 4-1: Number of Natural and Organic Food and Beverage Product
Launches, 2006-2010

9. Table 4-2: Natural and Organic Percent of All New Product Launches, 2006-2010
(based on total number of new product reports)
“Natural” the Most Popular Product Tag
Table 4-3: Top 10 Product Claims on New Food and Beverage Products, 2006,
2008, and 2010
Functional Drinks, Tea Top New Product Launches
Table 4-4: Top 20 Product Categories for Natural and Organic Food and
Beverage Product Launches, 2006-2010
ALDI, Hain Celestial, Whole Foods Lead Product Introductions
Table 4-5: Top 15 U.S. Marketers of Natural and Organic Foods and Beverages
by Number of New Product Reports, 2006-2010
Macro Trends
Natural and Organic Products Promote Ethical Causes
Illustration 4-1: EarthGrains Bread, Made with 20% Eco-Grain Wheat
Illustration 4-2: Home Chef Kitchen Soup Is Certified Humane
More Dairies and Retailers Go Hormone-Free
Demand for Gluten-Free Foods Surging
Illustration 4-3: Gluten-Free Café Canned Soups (Natural)
Illustration 4-4: Rudi‟s Gluten-Free Bread (Natural)
Illustration 4-5: Amy‟s Kitchen Gluten-Free Frozen Pizza (Organic)
Superfoods
List of Superfruits Is Growing
Illustration 4-6: Celestial Seasonings‟ Kombucha—Exotic Flavors and Health
Benefits (Natural)
Moriheiya
Illustration 4-7: GreeNoodle Instant Noodles (Natural)
Chia Seeds
Illustration 4-8: Mary‟s Gone Crackers Pretzel Sticks with Chia Seeds (Organic)
Illustration 4-9: ChiaVie Superfruit Smoothie Combines Chia Seeds + Fruit
(Natural)
Going Coconuts
Competition Intensifying in Coconut Water
Illustration 4-10: Phenom Fortified Coconut Water (Natural)
Coconut Milk Becomes a Beverage
Illustration 4-11: Silk PureCoconut Milk (Natural)
Illustration 4-12: So Delicious Coconut Water Sorbet (Organic)
Next Up, Coconut Oil and Coconut Sugar
Illustration 4-13: Pamela‟s Products Cheesecake, Sweetened with Agave and
Coconut Sugar (Natural)
Stevia as a Natural Sweetener
Illustration 4-14: Honest Tea Stevia-Sweetened Tea (Organic)
Illustration 4-15: Stevia-Sweetened Rainforest Cola (Natural)
Illustration 4-16: Stevia-Sweetened R.W. Knudsen Light Juices (Natural)
Illustration 4-17: Stevia-Sweetened Breyer‟s YoCrunch Yogurt (Naturally
Sweetened)
Local Trend Continues to Grow

10. Baby and Kid-Targeted Foods Play Up Safety
Illustration 4-18: Earth‟s Best Whole Grain Rice Cereal (Organic)
Illustration 4-19: HappyBaby Organic Baby Food Comes in BPA-Free Pouches
Category Trends
Frozen Meals
Illustration 4-20: Amy‟s Light & Lean Frozen Meals (Natural/Organic)
Illustration 4-21: Amy‟s Sonoma Veggie Burger (Natural/Organic)
Illustration 4-22: Kashi Frozen Basil Pesto Pizza (Natural)
Illustration 4-23: Kashi Frozen Black Bean Enchilada (Natural)
Illustration 4-24: Michael Angelo‟s Frozen Italian-Style Pie (Natural)
Illustration 4-25: GoodHeart All Natural Cuisine Steam-in-Bag Frozen Meals
Illustration 4-26: GoodHeart All Natural Cuisine Frozen Kid‟s Meals
Illustration 4-27: Organic Bistro Frozen Bowl Meal
Illustration 4-28: Cube Artisan Foods Chimichurri Wild Pacific Salmon (Natural)
Illustration 4-29: Pineland Farms Natural Beef
Illustration 4-30: Tandoor Chef‟s Frozen Balanced Vegetarian Meals (Natural)
Illustration 4-31: Annie Chun‟s Frozen Potstickers (Organic)
Illustration 4-32: EVOL Frozen Flatbreads (Natural)
Side Dishes Go More Interesting
Illustration 4-33: Green Giant Healthy Colors Frozen Vegetables (Natural)
Illustration 4-34: Alexia Frozen Select Sides (Natural)
Illustration 4-35: Alexia Frozen Sweet Potato Puffs (Natural)
Illustration 4-36: Village Harvest Frozen Whole Grains (Natural)
Dairy Case
Milk: Organic Includes DHA and Omega-3 Fortification
Illustration 4-37: Horizon Organic DHA Omega-3 Milk
Illustration 4-38: Organic Valley Omega-3 Milk
Milk Alternatives: Almond Milk Wars
Illustration 4-39: Blue Diamond Almond Breeze Almond Milk (Natural)
Yogurt: It‟s All Greek to Me
Illustration 4-40: Chobani Champions Greek Yogurt (Natural)
Illustration 4-41: Fage Total 0% Yogurt, Now in Flavors (Natural)
Illustration 4-42: Stonyfield Farm‟s Oikos Organic Greek Yogurt
Illustration 4-43: Cascade Fresh Amande Almond Milk Yogurt (Natural)
Illustration 4-44: Straus Yogurt: Organic, Local, Sustainable
Illustration 4-45: Organic Valley Pourable Yogurt (Organic)
Illustration 4-46: DAHlicious Lassi Yogurt Smoothies (Natural)
Fresh Produce
Illustration 4-47: Earthbound Farm Organic Salad Kits
Illustration 4-48: Dole Natural Salad Kits
Cereals and Cereal Bars
Illustration 4-49: Kashi Berry Blossoms Cereal (Natural)
Illustration 4-50: F-Factor Cereals and Cereal Bars (Natural)
Illustration 4-51: Nature Valley Granola Thins (Natural)
Snacks Go More Natural
Illustration 4-52: Frito-Lay All Natural Tostitos (Natural)

11. Illustration 4-53: Frito-Lay Tostitos and Lay‟s Dip Creations (Natural)
Illustration 4-54: Boulder Canyon Tortilla Chips with Hummus & Sesame
(Natural)
Illustration 4-55: Snyder‟s Eatsmart Naturals Snacks (Natural)
Illustration 4-56: Pepperidge Farm Baked Naturals Cracker Chips (Natural)
Illustration 4-57: New York Style Risotto Chips (Natural)
Hale Kale Chips!
Illustration 4-58: Earth Chips Kale Chips (Organic)
Illustration 4-59: Rhythm Kale Chips (Natural)
Desserts
Cookies
Illustration 4-60: Amy‟s Shortbread Cookies (Natural/Organic)
Ice Cream and Frozen Desserts
Illustration 4-61: Häagen-Dazs Five Ice Cream (Natural)
Illustration 4-62: Raw IceCream Raw, Vegan Frozen Desserts (Organic)
Illustration 4-63: Jamba Frozen Fruit Sorbet (Natural)
Beverages
Coffee
Illustration 4-64: Starbucks Natural Fusions Coffee (Natural)
Tea
Illustration 4-65: Lipton 100% Natural Iced Tea
Illustration 4-66: The Republic of Tea Raw Green Bush Tea (Natural)
Chocolate Beverages
Illustration 4-67: Honest Tea CocoaNova (Organic)
Energy Drinks
Illustration 4-68: Nestlé Jamba Energy Drinks (Natural)
Sodas: Handcrafted and All-Natural
Illustration 4-69: Waialua Soda Works Kona Red Soda (Natural)
Illustration 4-70: Sipp Sparkling Eco Beverage (Organic)
Chapter 5: Retail Trends
Types of Retail Outlets
Competitive Situation
Store-within-a-Store Merchandising vs. Integration
Marketers Teach Conventional Retailers How to Sell Natural/Organic
Private-Label Offerings Explode
Figure 5-1: Number of Private-Label Natural and Organic Beverage Launches,
2006-2010
Retailers Spearhead Animal Welfare Standards
Pushing for Sustainable Seafood
Supermarkets vs. Foodservice: Blurring the Boundaries
Really Local Farms
Chef-Run Local Markets
The World‟s First All-Natural/Organic Food Court
Channel and Retailer Profiles
Whole Food‟s Consolidation of Super Naturals and the Continued Growth of
Trader Joe‟s

12. Conventional Retailers Develop Fresh Format Stores
Retailer Profile: Kroger
Retailer Profile: Safeway
Illustration 5-1: Safeway‟s O Organics Line of Over 300 Products
Illustration 5-2: Safeway Open Nature 100% Natural Private-Label Brand
Several Smaller Regional Chains Set Exemplary Examples
Central Market in Whole Foods‟ Backyard
Retailer Profile: Publix Super Markets, a Public Favorite
Retailer Profile: Wegmans Raises the Bar on Grocery Shopping
Illustration 5-3: Wegmans Food You Feel Good About Private-Label
Natural/Organic Line
Illustration 5-4: Wegmans Organic Research Farm in Canandaigua, NY
Natural Food Stores
Whole Foods: The Natural Leader Reemerges as a Growth Leader
Focusing on Value Yields Rewards
Strong Focus on Prepared Foods and In-Store Dining
Mission Driven Values and Aggressive PR Images
New Sustainable Seafood, Animal Welfare, and Healthy Eating Initiatives
A „Game Changer‟ in the Retail Food Business
Retailer Profile: The Secrets of Trader Joe‟s
Retailer Profile: Sprouts Farmers Market
Natural Co-ops Experiencing a Resurgence
Retailer Profile: PCC Natural Markets
Retailer Profile: Park Slope Food Coop
Retailer Profile: Rainbow Grocery
Small-Format Grocery Stores
Fresh & Easy: British Invasion Not So Easy Going
Gourmet/Specialty Food Stores
Mass Merchandisers and Supercenters
Retailer Profile: Walmart Forays into Healthier Foods
Groceries Grow to 54% of Walmart‟s Sales
Walmart Revamps Great Value Private-Label Brand…
… After Scaling Back Ambitious Organic Plans
Walmart Announces Healthier Foods Initiative
Walmart Shifts Seafood to Sustainable Sourcing
Retailer Profile: Target Corp. Is Targeting Foods
Target Pushing into Fresh Foods
Contest for National Warehouse Club Supremacy
Retailer Profile: Costco Wholesale Corp.
Retailer Profile: Sam‟s Club
Retailer Profile: BJ‟s Wholesale Club
Drugstores Making a Play for Food
Drugstores Fight Back as Retail Lines Blur
Drugstores Testing Fresh Foods
Retailer Profile: Walgreens
Retailer Profile: CVS Caremark

13. Can the Drugstore Channel Compete in Fresh Foods?
Convenience Stores
Farmers‟ Markets Chart Double-Digit Growth in 2010
Figure 5-2: Growth in Number of Farmers‟ Markets, 1994-2010 (number)
Two Types of Farmers‟ Markets
Farmers‟ Markets Complain About Grocery Competition
Community Supported Agriculture Programs (CSAs)
Internet and Mail Order
Retailer Profile: FreshDirect
Chapter 6: The Natural/Organic Foods Consumer
Consumer Overview
Methodology
37% of Consumers Seek Out Natural/Organic Foods and Beverages
Table 6-1: Percent of U.S. Adult Consumers by Level of Agreement with the
Statement “I Seek Out Natural/Organic Foods and Beverages,” February 2011
(overall, consumers who buy organic groceries, and consumers who buy
packaged foods marketed as “all-natural”)
Half Are Willing to Pay More for Higher-Quality Groceries
Table 6-2: Percent of U.S. Grocery Shoppers Who Agree with the Statement “I
Am Willing to Pay More for Higher-Quality Groceries,” February 2011 (overall,
consumers who buy organic groceries, and consumers who buy packaged foods
marketed as “all-natural”)
Table 6-3: Percent of U.S. Grocery Shoppers by Level of Agreement with the
Statement “I Am Willing to Pay More for Better-for-You Grocery Products,”
February 2011 (overall, consumers who buy organic groceries, and consumers
who buy packaged foods marketed as “all-natural”)
Four Out of Five Think Organic Foods Are Overpriced
Table 6-4: U.S. Adult Consumer Attitudes Toward Organic/Natural Foods and
Beverages, February 2011 (overall, consumers who buy organic groceries, and
consumers who buy packaged foods marketed as “allnatural”)
Two out of Three Adults Have Changed Wellness Lifestyle
Figure 6-1: Percent of U.S. Adult Consumers by Level of Agreement with the
Statement “My Wellness Goals and Behaviors Make My Lifestyle Significantly
Different Than It Was 10 Years Ago,” February 2011
Table 6-5: Percent of U.S. Adult Grocery Shoppers by Level of Agreement with
the Statement “The Groceries I Buy Are Determined In Part by Specific Wellness
Goals,” February 2011 (overall, grocery shoppers who buy organic groceries,
grocery shoppers who buy packaged foods marketed as “allnatural”)
More Organic/Natural Consumers Seek Specific-Purpose Nutrition
Organic/Natural Consumers Want Extra-High Nutrition Foods
Table 6-6: Percent of U.S. Adult Consumers by Level of Agreement with the
Statement “I Seek Out Foods and Grocery Products That Have Specific-Purpose
Nutrition,” February 2011 (overall, consumers who buy organic groceries, and
consumers who buy packaged foods marketed as “all-natural”)
Table 6-6: Percent of U.S. Adults by Level of Agreement with the Statement “I
Seek Out Foods and Grocery Products That Have Extra-High Nutrition,”

14. February 2011 (overall, consumers who buy organic groceries, and consumers
who buy packaged foods marketed as “all-natural”)
More Organic/Natural Shoppers Avoid Certain Foods
Table 6-7: Percent of Grocery Shoppers by Level of Agreement with the
Statement “Food Restrictions, Food Avoidances, or Food Allergies Play an
Important Role in What I Eat,” February 2011 (overall, grocery shoppers who buy
organic groceries, grocery shoppers who buy packaged foods marketed as “all-
natural”)
Fresh Fruit and Veggies Are the Most Popular Organic Categories
Almost One Out of Four Adults Looks for Organic/Natural Foods
Table 6-8: Percent of U.S. Adult Grocery Shoppers Who Usually Buy
Organic/Natural Foods and Beverages, by Product Category, February 2011
(overall, consumers who usually buy organic groceries, and consumers who
usually buy packaged foods marketed as “all-natural”)
Table 6-9: Number and Percentage of U.S. Adult Natural/Organic Consumers,
2006-2010 (consumers who look for organic/natural foods and consumers who
prefer foods without artificial additives)
Supermarkets the Most Popular Place to Get Natural/Organic Foods
Table 6-10: Percent of U.S. Adult Grocery Shoppers Who Shop for
Organic/Natural Foods and Beverages, by Retail Channel, February 2011
(overall, who shop for organic groceries, and who shop for “all-natural”)
Whole Foods and Trader Joe‟s
Table 6-11: Retail Shopping Patterns in the Past Month Among U.S. Adult
Consumers, 2010 (overall, consumers who look for organic/natural foods and
consumers who prefer foods without artificial additives)
Shopper Attitudes and Behavior
Table 6-12: U.S. Adult Consumer Attitudes/Behavior Toward Shopping, 2010
(overall, consumers who look for organic/natural foods and consumers who
prefer foods without artificial additives)
High Socioeconomic Status Characterizes Organic/Natural Shoppers
Table 6-13: Selected High-Index Demographics of U.S. Adult Consumers Who
Agree with the Statement “When I Shop for Food, I Look for Organic/Natural,
2010
Table 6-14: Demographic Overview of U.S. Adult Consumers Who Agree with
the Statement “When I Shop for Food, I Look for Organic/Natural,” 2010 (percent,
number and index of U.S. Adult consumers)
Upscale and Older Consumers Prefer No Artificial Additives
Table 6-15: Selected High-Index Demographics of U.S. Adult Consumers Who
Agree with the Statement “I Prefer Foods Without Artificial Additives,” 2010
Table 6-16: Demographic Overview of U.S. Adult Consumers Who Agree with
the Statement “I Prefer Foods Without Artificial Additives,” 2010 (percent, number
and index of U.S. Adult consumers)
Attitudes Toward Food and Cooking
Attitudes Toward Nutrition

15. Table 6-17: U.S. Adult Consumer Behavior/Attitudes Regarding Food and
Cooking, 2010 (overall, consumers who look for organic/natural foods, and
consumers who prefer foods without artificial additives)
Table 6-18: U.S. Adult Consumer Behavior/Attitudes Regarding Nutrition, 2010
(consumers who look for organic/natural foods and consumers who prefer foods
without artificial additives)
One Out of Three Households Use Organic Produce
Table 6-19: Leading Organic Foods by Level of U.S. Household Penetration,
2010 (percent of U.S. households)
Milk Tops Organic List by Index
Table 6-20: Leading Organic Foods by U.S. Adult Consumer Indexes, 2010
(consumers who look for organic/natural foods and consumers who prefer foods
without artificial additives)
Natural Foods Consumers and Restaurant Use
Table 6-21: Frequency of Eating at Restaurants that Feature Organic Foods
Among U.S. Adult Consumers, February 2011 (overall, consumers who buy
organic groceries, and consumers who buy packaged foods marketed as
“allnatural”)
Table 6-22: Frequency of Eating at Restaurants that Feature Distinctively “All-
Natural,” Fresh or Locally Grown Menus Among U.S. Adult Consumers, February
2011 (overall, consumers who shop for organic groceries, and consumers who
shop for “all-natural”)
Attitudes and Opinions Toward Foodservice
Table 6-23: U.S. Adult Consumer Attitudes/Opinions Toward Foodservice, 2010
(overall, consumers who look for organic/natural foods, and consumers who
prefer foods without artificial additives)
Consumers and Media
Internet Has Changed How Consumers Spend Free Time
Table 6-24: Internet-Related Lifestyle Changes Among U.S. Adult Consumers,
2010 (overall, consumers who look for organic/natural foods, and consumers
who prefer foods without artificial additives)
Internet Has Changed How Consumers Shop
Consumers and Traditional Media
Consumer Attitudes Toward Advertising
Table 6-25: Internet Usage Patterns Among U.S. Adult Consumers, 2010
(overall, consumers who look for organic/natural foods, and consumers who
prefer foods without artificial additives)
Table 6-26: Use of Traditional Media by U.S. Adult Consumers, 2010 (overall,
consumers who look for organic/natural foods, and consumers who prefer foods
without artificial additives)
Table 6-27: U.S. Adult Consumer Attitudes Toward Advertising, 2010 (overall,
consumers who look for organic/natural foods, and consumers who prefer foods
without artificial additives)
Appendix: Selected Industry Addesses
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