The whole and natural market is growing fast, and is prompting considerable attention from manufacturers and retailers, not only in terms of new product development but also from a branding and marketing perspective. Brands are using more natural and whole ingredients and flavours to push healthier products into the mainstream, while also making their products seem more appetising. In this briefing, just-food first assesses the drivers behind the whole and natural market, and includes comment from leading whole and natural companies and experts, and then predicts the future of the sector to 2012.