More Americans eating organic products.

According to the 2004 Whole Foods Market Organic Foods Trend Tracker survey, more than one-quarter of Americans polled (27%) are eating more organic products than just one year ago. Just two years after USDA implemented the National Organic Standards and mandated clearer labeling of organic

The survey shows that consumers are buying organic products for a variety of reasons, with 58% of respondents saying they believe organic foods are better for the environment and 54% say for their health. Additionally, 57% believe buying and using organic products are better for supporting small and local farmers. About one-third of respondents believe organic products taste better, and 42% believe organic foods are better quality.

Despite wider variety throughout all aisles, produce still remains the number one category of organic food purchases, with 68% of the respondents who currently choose organic foods seeking fresh organic fruits and vegetables. Survey respondents are seeking other organic foods as well: bread or baked goods (26%), non-dairy beverages (26%), eggs (26%), dairy products (24%), packaged goods such as soup or pasta (19%), meat (22%), frozen foods (18%), prepared foods or ready-to-go meals (14%) and baby food (7%).

The primary barrier to trying organic products is still price; 73% believe organics are too expensive. However, with the growth of the organic foods industry, prices are becoming more competitive as the availability and variety increase.