Organic hip: popular picks at health food stores - Organics: all things purely organic - organic food consumption on the rise

Better Nutrition, Feb, 2004 by Heather McIver

The way Holly Givens, communications director for the Organic Trade Association, sees it, there are three main reasons why people buy organic products: They think organics are better for them, they think organics are better for fire environment, or they have specific health reasons for limiting their exposure to pesticides. But, there could easily be a fourth reason: Organics are hip.

According to international research firm Organic Monitor, the global market for organic foods and drinks reached $23 billion in 2002. The increased demand for organic goods in the United States helped fuel the 10.1 percent increase, and North America passed Europe to become the world's largest organics market. The US Department of Agriculture's (USDA) Economic Research Service reports that organic products are now available in nearly 20,000 natural food stores across the country.

Your Average Buyer

Organic options are no longer limited to fresh produce and baby food. There are organic cookies, organic TV dinners, organic wines, organic pet snacks and even organic clothes. The 2002 Organic Consumer Trends Report found that 39 percent of the US population buys organic products, and 37 percent of those buyers are "organic integrated," meaning they consume organic products--from salad greens to snack chips--more than once per day. And while organic users represent a broad cross section of the overall population, there does seem to be special interest from baby boomers and 18- to 25-year-olds concerned about health, wellness and nutrition.

"Ongoing growth and continued availability of organic products introduces them in more places and to more people, which then enables people to find products that meet their tastes," says Givens. "As more people learn about how food is grown, and as there is more interest in food, nutrition and health issues, people see organics as a choice that fits in with the decisions they are making about their lives."

The growing popularity of organic products also means that prices are edging closer to those of conventional products. "One thing to really keep in mind [when you. are thinking about price] is that you are talking about two kinds of agricultural production: organic and conventional systems," says Givens. "The conventional, non-organic systems have costs that are not included in the prices at the grocery stores. For example, the cost of pollution ... and the long-term health consequences of using those products are not included when you go shopping in the store. Organics more closely replicate what it actually costs to grow food in a way that takes care of the environment for the long haul."

It's a concept that more and more consumers are embracing. According to the USDA, sales of organic goods grew 20 percent or more annually throughout the 1990s, and that growth has held steady.

Not Your Average Product

The organic boom can be traced to longtime believers' stance that organics are safer for people and the environment in addition to having better flavor and more health benefits than conventional products. During the 1990s, when health and nutrition became somewhat of a national obsession, many health-conscious individuals started seeking out organics.

It wasn't a hard search. "In general, the top-sellers in organics are the top-sellers in conventional products," says Givens. You only have to look at store shelves to know that organic alternatives are out there Organic dairy, meat and soy products are fast becoming as popular as organic apples and broccoli.

Chefs are also embracing the flavorful quality of organics and incorporating them into their restaurants' menus. Food & Wine magazine's 1997 Chef's Survey found that 76 percent of the chefs surveyed said that they "actively seek out organically grown ingredients." And, according to the National Restaurant Association, 57 percent of restaurants with per person checks of $25 or more now offer organic items on their menus. Givens can even imagine a time when organics will be available in cafeterias and vending machines.

"These days, the great thing is that you don't have to make a huge change in what you eat," she says. "You can just choose the organic thing. You don't have to become a vegetarian or cook from scratch. It can be just as convenient as what people might be eating now."

Top-Selling Organic Produce

Vegetables

Russet Potatoes Tomatoes Baby Carrots Cauliflower Onions

Fruits

Strawberries Valencia Oranges Kiwi Grapefruit Lemons

Source: Organic Trade Association and Melissa's World Variety Produce