Although people still consume large amounts of cheeseburgers and junk food, the U.S. population as a whole is increasingly opting for healthier fare. This is driving demand for organic, natural, functional and "lesser-evil" foods and beverages. In 2009, U.S. sales growth of healthy foods and beverages kept pace with the overall $628 billion U.S. food industry (with some categories, including natural, organic and functional, actually outpacing the overall food market), according to Nutrition Business Journal.

As the economy improves, healthy food is expected to increase its share of the total food market, reaching 23% penetration by 2017.