There is no denying that organic is the latest driver of growth for the greater "healthy foods" category, which Nutrition Business Journal defines as organic, natural, lesser-evil and functional foods. More definitions are available here.
What is interesting, is how many different consumer types (as defined by Harris Interactive) buy organic foods on a regular basis.
Harris finds, "Some segments of the population are more likely to buy organic foods regularly: college graduates (11%), Liberals (11%), Westerners (10%), Echo Boomers (those aged 18-30; 10%), and Gen Xers (those aged 31-42; 9%)."
For many years, organic was just a niche frequented by the very wealthy or the core, organic food "passionates". That has changed, and now there is a piece of research to prove it.
Check them out! NBJ's market figures on organics are broad and deep!