Sought-after naturals categories in supermarkets

Top categories customers are happiest with

Most referenced products/brands

Skin care products

Alba, Burt's Bees, Kiss My Face

Organic produce

Salad mix, carrots, strawberries

Ready-to-eat cereal

Kashi, Barbara's Bakery, Cascadian Farms

Specialty supplements*

Flax seed oil, omega-3 supplements, enzyme products

Juices

Kagome, Odwalla, Bolthouse Farms

Boxed dinners (and noodle bowls)

Annie's, Fantastic, Simply Asia

Frozen entrees

Amy's, Boca, Cedar Lane

Top categories customers crave

Most referenced products/brands

Specialty supplements*

Flax seed oil, acidophilus, enzyme products

Organic produce

Fruits and vegetables in general, strawberries

Skin care products

Alba, Burt's Bees, shea butter

Organic/natural meat

Coleman beef, Bell & Evans chicken, more meat in general

Soaps, shampoos and conditioners

Kids' products, vegan products, JR Liggett

Juices

Odwalla, Kagome, Nantucket Nectars

Soy products

White Wave, Silk, seitan

* Category includes products not listed as vitamin, mineral or herbal supplements, including glucosamine, probiotics and EFAs.