Trailblazing the path to success

According to "Natural and Organic Foods and Beverages in the US, 3rd Edition," from market research publisher Packaged Facts, New York, 37% of US adults buy organic groceries and 56% of US adults buy packaged food products marketed as "all natural." Sales for natural and organic foods and beverages rose significantly during the last few years. The success of natural and organic products and stores has led other retail channels and large consumer packaged goods companies to consider getting healthier. Many traditional grocery stores have dedicated sections of their stores to natural and organic products. According to the Natural Foods Merchandiser webinar, natural products stores accrued an average of $2.67 million in sales in 2010. Data from natural market research firm SPINS, Schaumburg, IL, shows a nearly 14% increase in carbonated beverages, almost 44% increase in shelf-stable functional beverages and 12% increase in wine in the natural channel for the 52 weeks ending Aug 7, 2010, versus the 52 weeks ending Aug 6, 2011, excluding Whole Foods Market stores.