Looking toward the future, the Natural Foods Merchandiser asked top market researchers to predict what the natural products shopper of the future will look like in five years. Experts identified six key trends:

1. Single suppers. Experts predict a continuing decline in household size, particularly among natural shoppers. First, the number of children within families is already on the decline, and second, natural shoppers are less likely overall to be married than the general population.
2. It’s raining men. Over the last decade, the number of men shoppers in natural foods has been on the incline.  More are likely to continue to do so in the future, driven by the increasing number of women in the workforce.
3. The generation gap. Older population segments are experiencing higher rates of growth; people over 55 are the least likely to purchase organic foods and beverages.
4. A melting stockpot. By the year 2020, U.S. Census Bureau predicts that Hispanics, blacks and Asians will comprise significant portions of the U.S. population, leading to overall greater interest in international foods.
5. Promiscuous shoppers. The average consumer will shop among 8 locations by 2010. A variety of foods will keep shoppers engaged.
6. Desk diners. The number of full-time workers who bring lunch from  home is on the rise and the trend is likely to continue based on cost and the perception that food from home is healthier than restaurant food.

The full article can be found here.