Whole Foods Says Organic Consumption is Rising

Consumption of organic foods is up versus a year ago, according to grocer Whole Foods' second annual Organic Trend Tracker survey.

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The survey also found that nearly one-fourth of Americans, 23%, have bought organic dairy products, and almost one in five, 17%, have purchased organic frozen foods. More than one in 10 have purchased organic prepared foods or meals.

"It is refreshing to see consumers reflect what we anticipated with October 2002's National Organic Standards labeling compliance. Americans are excited about organic foods and introducing them into their varying lifestyles," says Margaret Wittenberg, vice president of governmental and public affairs for Whole Foods Market. "The mainstreaming of organics has created a gateway for consumers to expand their horizons with organic food choices with an eye toward maintaining their budgets."

Indeed, 29% of those surveyed said the new logo and/or clearer labeling has had an impact on their decision to purchase organic foods. Nearly one-half (47%) of those claiming to consume more organics than they did one year ago say that clear, credible organic labeling makes them more inclined to purchase organic foods.

Even though one out of five Americans (19%) is more inclined to purchase organic foods regardless of the price point, price still remains the biggest barrier keeping consumers who do not eat organic foods from trying organic foods. Nearly seven out of ten of those who do not eat organic foods claim price is a major factor in their decision.