Many factors go into shoppers’ decisions to buy healthy products, including how those products were produced and their potential impacts on the shopper’s health. FMI and the Hartman Group’s annual U.S. Grocery Shopper Trends report explores how and why consumers go about making these decisions and others.

Their research, conducted among more than 2,000 U.S. shoppers, revealed that more mainstream shoppers are turning to the natural channel—17 percent of shoppers surveyed said they fairly often or always visit a natural and organic store, compared to 13 percent the previous year—in search of local and healthy products.

They’re also turning more to online-only retailers, with millennials leading the way. However, online shoppers are selecting only a narrow range of products online, like household cleaning products, pet food and baby food, according to the report. For products like fresh bakery and produce items, they’re still visiting brick-and-mortar stores.

Below, see more insights from the report.