More organics ending up in the basket

Organic foods are making a larger impact in consumers’ shopping choices in 2010, according to the results of Whole Foods Market’s annual Food Shopping Trends Tracker survey, conducted online in June by Harris Interactive.

While about three out of four adults continue to purchase natural and/or organic foods, the number of organic products found in their grocery basket has increased. Notably, 27 percent of adults say that natural and/or organic foods comprise more than a quarter of their total food purchases this year, up from just 20 percent a year ago.

Celebrating its 30th anniversary in September, Whole Foods Market also surveyed Baby Boomers online in June (via Harris Interactive) about food attitudes and purchasing habits today compared to three decades ago. More than four-fifths of adults say they are now more concerned with what foods they eat, they read nutrition labels more closely today and have a better understanding of how their food is produced than they did in 1980.