Organic Foods Taking Bigger Share Of Basket

An online Harris Interactive poll conducted on behalf of Whole Foods Market IP, L.P., found 75 percent of U.S. adults purchase natural and organic foods.

Compared with their attitude in 1980, 84 percent of Baby Boomers surveyed say they are more concerned with what they eat. Further 84 percent say they read nutrition labels more closely and 83 percent say they have a better understanding of how their foods are produced.

Some 54 percent of Boomers say they buy more organic and natural foods today than in 1980. And if prices are comparable, Boomers will opt for the organic/natural item rather than the conventional food.

Further 42 percent from the demographic say they are budgeting shopping trips more strictly and 46 percent say they go out of their way to look for lower-cost items.

However, 72 percent of those surveyed say they don’t want to compromise on the quality of the food they buy.