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Study Analyzes Key Trends Driving Growth In Natural Foods Industry

July 14, 2011: 11:17 AM EST
A study by Food Technology magazine has found that several key factors are driving growth in the natural foods and beverages sector. Hot buttons include terms like organic, “naturally nutritious,” clean, “less-processed,” “preservative-free,” sustainable, ethical and humane. In 2010, for example, nearly one-third of the top-selling new foods/beverages launched in the U.S. carried a natural or organic claim. Other interesting data: “natural” topped the list of descriptors consumers looked for when purchasing foods/drinks at retail stores in 2010; twenty percent of shoppers buy natural and/or organic meat/poultry when it is on sale; seventy percent of shoppers believe that describing food as fresh means it is healthier; and nearly 75 percent of adults say humanely treated animals/cruelty free is important to them when shopping for food.
A. Elizabeth Sloan, "Navigating the Natural Marketplace", Institute of Food Technologists, July 14, 2011, © Institute of Food Technologists
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