From The March 2004 Issue of Natural Foods Merchandiser

Organics Keep Up With Trends

Shoppers’ demands spread organic growth shelf by shelf

Navigating the ever-changing tastes of consumers is one of the most exciting aspects of food retailing—and it’s also one of the most challenging. In today’s world of niche marketing, trends change and diversify faster than ever. How do you please everyone?

If your customers want organic foods (and it’s practically guaranteed these days they do), the good news is that you can satisfy just about any food interest they have with organic choices. Organic is a trend all on its own, of course, but buying organic doesn’t dictate any one way of eating. Just about any culinary or dietary preference can fit comfortably under the organic umbrella. Here’s a quick guide to organic choices that dovetail with today’s hottest trends.

They want organic—and they want convenience. Today’s consumers live at a fast pace and they want foods that keep up with them. Every list of food trends has convenience high on the list, with “grab-and-go” options, prepared foods and heat-and-eat meals in great demand. Organic manufacturers offer microwavable frozen meals; frozen pizza; frozen vegetables, fruit and rice; bagged salads (organic produce brand Earthbound Farm led the trend); heat-and-eat soups; and noodle bowls. There are single-serve beverages and drinkable yogurt to quench thirst and boost nutrition, and energy bars with organic ingredients.

They want organic—and they want low-carb. Low-carbohydrate, high-protein diets are wildly popular for weight loss. If your store doesn’t yet offer certified organic meat, stock a high-quality natural brand that eschews antibiotics and growth hormones and commits to humane and safe animal treatment and slaughtering practices. Organic chicken is widely available. Fresh organic vegetables, whole grains, cheese, half-and-half and soymilk round out a healthy carb-conscious diet with a minimum of processed foods.

They want organic—and they’re vegetarian or vegan. Many people still confuse the meaning of organic and vegetarian, but those terms are not synonymous. It’s quite possible to be an organic carnivore, and it’s also possible to eat an entirely meat-free diet without eating organic foods. Not all soyburgers or soymilks are organic, for example. For those who want to be organic vegetarians, choices abound with soy and other meat and dairy alternatives, such as rice milk and oat milk. Organically grown beans, nuts, grains and, of course, fruits and vegetables, provide organic vegan (meat- and dairy-free) nutrition. Those who eat dairy can find a full range of organic products, including cheese, milk in all kinds of flavors and packaging, ice cream, sour cream, butter and eggs.

They want organic—and they want gourmet. Sophisticated food lovers no longer have to choose between organic and gourmet foods—the two often overlap. From fine chocolate to exquisitely flavored oils and vinegars to wine, tapenades, olives, artisan breads, crackers, cheeses, coffee and tea, specialty foods made with organically grown and produced ingredients abound.

They want organic—and they want foods their kids will love. Parenthood is a common point of entry for organic shoppers, and rightly so. Organic foods may be especially important for babies and kids, who may be more vulnerable to adverse effects from pesticide residues, even at legal thresholds. Start concerned parents off right with organic baby food. Toddlers and older kids can enjoy yogurt and drinkable yogurt formulated for kids, organic cereal and milk, and packaged foods like macaroni and cheese. Fill lunchboxes with organic baby carrots in single-serve packages, organic crackers and peanut butter, individually packaged organic string cheese, and organic dried fruits.

They want organic—and they want snack foods. Organic manufacturers don’t shy away from making tempting snack foods. Organic corn chips, salsa, popcorn, cookies, potato chips and candy are available to satisfy the most ravenous snacker. While these may not be low-calorie or any more nutritious than conventionally made snacks, they’re often delicious treats, and the fact that ingredients are organically grown means fewer pesticides in our air, soil and water as well as in the foods themselves.

They want organic—and they want heart-healthy soy. Soymilk sales are booming in mainstream supermarkets, and sales of soy products of all kinds are growing. Soy can be an important part of a heart-healthy diet and may also have benefits for women entering menopause. Silk soymilk is the leading brand and also happens to be organic, as are other brands such as Edensoy and new Kikkoman Pearl. But some soymilk brands are not organic. Help your customers understand the difference and make good choices in soymilk, tofu, soy cheese and other soy products.

They want organic—and they love to bake. The art of baking is enjoying a renaissance. Be sure your customers are aware of organic baking ingredients such as vanilla and other extracts, chocolate chips, baking chocolate, flour, and other popular baking ingredients such as milk, butter, fruit, cream cheese and nuts.

In a nutshell, organic foods are available to suit just about any diet or taste preference. You can have a traditional meat-and-potatoes meal with organic foods, a spicy Thai or Mexican dinner, or a delicious cheesecake made with either organic dairy products or organic tofu. If your idea of organic foods is limited to fresh produce and gallons of milk, you may be inadvertently sending your customers elsewhere to shop. Offer a diverse range of organic choices to please all of today’s consumers, and stay on top of the ever-changing world of culinary trends.

Elaine Lipson (emlipson@aol.com) is a Colorado-based writer and the author of The Organic Foods Sourcebook (McGraw-Hill, 2001), a guide to understanding organic foods.