More and more people are turning to organic food as a more reliable and safe way to feed themselves and their family. Artificial ingredients used to make a product low fat or low in calories are starting to be questioned. Strange-sounding ingredients are a concern for consumers. Most consumers now recognise the fact that non-organic foods can contain pesticides, chemical fertilisers and herbicides. Food scares such as BSE and more recently, Avian Flu, have not only had a detrimental effect on various industries, but also awakened consumer interest in where their food actually comes from. Consumers are starting to question the trust and loyalty they have placed in the food and drinks industry to date.

The global organic food and drink market is estimated to reach US$36.7bn in 2005 and Europe now accounts for the majority share of this value.

Chapter one gives an introduction to the market and recognises how consumers have become more healthy aware.

Chapter two looks at global drivers. As is typical with any major market trend, there are a number of megatrends driving growth, many of which must be identified and explored to maximise the profit potential for your company. This chapter highlights ten major global drivers behind the growth in the organic food market.

Chapter three provides an in-depth investigation into the organic food market, this chapter provides an insight into the market for the future. It discusses who the consumer is, and highlights Germany as a leading organic country. It further provides details on the size of the whole organic market now and in 2012, and discusses the argument for and against including organic in your range.

Chapter four highlights the evolution of retailers seeking healthier profits from organic food. The whole, natural and organic food market is not only making a massive dent on the food and drink industry landscape as we know it, but is also starting to shape the retail market.

Chapter five provides profiles of the leading whole, natural and organic food retailers, with future forecasts for the Whole Foods Market to 2012. The chapter highlight the drivers that influence whole and natural products.

Chapter eight discusses possible notes for action and next steps for companies to take.

Please see 'table of contents' for more chapter coverage.

Executive summary

Chapter 1 Introduction
Reducing the risk factor

Chapter 2 Ten top global drivers behind growth in the organic food market
Introduction
Market-led development of the health megatrend
Cash-rich, time-poor adult generation
The rise in publicised food scares
Government campaigns increasing awareness of 'sensible' nutrition guidelines
Healthy food doesn't have to taste awful
Awareness and acceptance of other cultures and cuisines through more adventurous travelling
Allergies
Insight into a day in the life of a typical allergy consumer - the United States
Anti-supermarkets and large corporations
Child-friendly foods
Credits and debits

Chapter 3 In-depth investigation into the organic food market
How big is the organic market?
How big will the organic market be in 2012?
What do consumers think of organic?
Who buys organic and why?
Germany: a leading organic country
German organic exports to Asia and rest of Europe
The German organic food market to 2012
Who will buy organic in 2012?
Should I include an organic product(s) in my range?
What are the most popular organic categories?
What does the future hold for organic?
The conversion to organic farming methods is not easy
Increasing the usage and occasions for organic food and drink products
Promoting the positives rather than the negatives

Chapter 4 The evolution of retailers seeking healthier profits from organic food
Introduction
Sainsbury's SO Organic
Hurdles for retailers - the return of farmers' markets
From supermarkets to farmers' markets
Opportunities for retailers to boost organic profile

Chapter 5 Profiles of the leading whole, natural and organic food retailers
Retailers must meet consumer needs
Whole Foods Market: the global market leader
History of the global leader
Ten success strategies for Whole Foods Market
Future forecasts for Whole Foods Market to 2012
How will the UK and the rest of the world react to the evolution of food retailing?
Trader Joe's
Wild Oats
What will the next few years have in store for organic and whole food retailers?
Future forecast
New US store - Sunflower Market
'Whole stores' outside of the United States
Alnatura - leading German whole store

Chapter 6 Notes for action and next steps for companies to take
Cater for mainstream and premium occasions
Target seniors as well as 'young foodies'
Build trust
Keep your finger on the pulse: what do consumers really want?
Action points to consider

List of tables
Table 1: Organic food and drinks' market value by major market & region, 2003-2012 (US$bn)
Table 2: Organic farm land in Germany, 1996 -2004
Table 3: Organic farm holdings in Germany, 1996 -2004
Table 4: German organic food market value 2004 -2012 (EURbn)
Table 5: Six arguments for and against including an organic product in your range
Table 6: Organic food categories purchased regularly by organic shoppers in order of popularity
Table 7: Food-related books in Amazon UK's top 100
Table 8: Food-related books in Amazon US' top 100
Table 9: Organic price cuts at Sainsbury's UK
Table 10: Whole Foods Market's financial highlights
Table 11: Whole Foods Market’s Q3 2005 statistics (12-week quarter ending July 3, 2005)
Table 12: Whole Foods Market's total store openings, forecasted 2005 to 2012
Table 13: Whole Foods Market's sales forecast, 2003 to 2012 (US$bn)
Table 14: Wild Oats' financial highlights, 2002 to 2004, US$'000s

List of figures
Figure 1: Do you think whole, organic and natural foods are too expensive?
Figure 2: Which of the following statements most closely matches your household shopping
habits?
Figure 3: Would you shop in a store like Whole Foods Market if there was one located within five
miles of your home?