Going natural: the reshaping of America's food industry.

Fast-food giants have become pop culture icons over the past few decades. Today, nearly two thirds of American adults tip the scales at unhealthy levels, and obesity-related diseases are skyrocketing. A growing awareness of the undeniable connection between diet and disease is gradually taking hold in the minds of consumers, as natural and functional foods become more popular in eateries and supermarket across the country. And for good reason.

The moment I step inside I feel at home, basking in the soft glow of chemical free, whole some goodness. Surrounded by mountains of fresh, organic produce, I breathe in the scent of whole grain bakery treats and fresh spices. A hint of aromatherapy oils wafts my way from the bath and body section. The cares of my day fade in this oasis of purity and well-being--my favorite natural-foods store.

I participated in the natural-foods lifestyle long before it became popular; listening to my classmates make fun of the carob-chip (instead of chocolate-chip) cookies in my lunchbox. But now I'm not so much alone! The Hartman Group--a strategic consulting; market research, and business development company specializing in the health and wellness marketplace--estimates that the health-conscious consumer now represents an impressive 75 percent of U.S. households.

Eventful Years

Recent years have been labeled "eventful" in the development of the health and wellness marketplace, according to a report published by the Natural Marketing Institute (NMI). With more than $200 billion in goods and services sold, combined with unprecedented growth, the world of health, wellness, and sustainability is paving the way to a brighter future, with natural foods standing center stage.

The term natural food, though largely undefined, typically refers to unprocessed, unbleached, chemical-and/or hormone-fee organic food products.

Functional foods can be natural, but this term specifically refers to products that provide some additional benefit to the body beyond simple nutrition. For example, a soy protein bar provides isolated soy protein that supports the development of lean muscle tissue (the function). This product is not classified as all-natural, because soy does not naturally occur in this concentrated state.

Functional food is sometimes processed in order to add a specific benefit. Functional foods, therefore, are a sort of anti-fast-food, since they're usually altered in order to compound a good effect. Conversely, fast food is altered in a way that strips it of most of its natural nutrients and beneficial agents. This makes it cheaper to produce, requires less skill to prepare, and gives it a longer shelf life.

According to a recent news report by Nutrition Business Journal, the functional food market is expected to reach $34 billion in sales by the year 2010. The growing consumption of natural foods and functional foods points to the same fact: Americans are beginning to look at their food as more than simple short-term fuel.

Building Backlash

The fast-food backlash gains momentum with each new expose of its sometimes frightening contents: E. coli, MSG, filler, binding agents, lard, artificial scents, chemical stabilizers, trace metals, pathogens, bone fragments, and its key additive--refined sugar. Having it "your way" topped off with chemically engineered special sauce and served up in a colorful cardboard box is beginning to lose its charm. You can eat it, and it might even taste good. But is it food?

"It fills your stomach," explains Joseph Marra of the Natural Marketing Institute, "but more and more people are realizing that the short-term fix is not worth the long-term detrimental effect."

The man who caused a sea change in American dietary thinking was Dr. Robert Atkins. The late Dr. Atkins, who died after a fall in April of 2003, advocated that we limit our intake of carbohydrates but not calories and eat fat and protein to lose weight. He won millions of followers. "Controlling carbohydrates and eliminating refined flour and sugar from the diet," he said, "lowers risk factors associated with heart disease and diabetes."

This theory is also championed by Tufts researcher Susan B. Roberts, who states, "Refined carbohydrates cause a rapid rise in blood insulin--a hormone that keeps blood sugar levels in control." When this happens, eating actually makes you hungrier--not a good dynamic for a fast-food diner who may be inclined to have an extra order of super-sized fries when the insulin kicks in.

This insulin crash-and-burn effect is familiarly associated with sugar, but seemingly more innocent foods metabolize similarly, causing a person to eat increasingly more over time. Foods such as pasta, white rice, potatoes, bread, and cereal are loaded with carbohydrates and can send glucose and insulin levels soaring.

Take, for example, the lowly potato. Dr. Walter Willett of the Harvard School of Public Health explains that eating a boiled potato raises blood sugar levels higher than eating the same amount of calories from table sugar.

"Because potatoes are mostly starch, they can be rapidly metabolized to glucose. In contrast, table sugar (sucrose) is a disaccharide consisting of one molecule of glucose and one molecule of fructose." Fructose is fruit sugar in its natural form (yet another example of the tendency of natural, whole foods to promote a more balanced appetite, since they typically take longer to convert to glucose).

Dr. Willett advocates a whole new food pyramid with whole grains and vegetables filling its broad "eat mostly" base.

Whole, Brown, and Raw

The natural foods movement promotes unrefined items such as whole-grain pasta, brown or wild rice instead of bleached, refined white rice, and plenty of raw fruits and veggies. Even crackers and cookies made with oats, seeds, and whole wheat line the natural food store shelf.

Melissa Diane Smith, a prominent health educator, agrees with Willett, saying that the fiber, vitamins, and protein, which are naturally present in unprocessed foods, are the keys to maintaining a healthy blood sugar level.

Highly processed versions of potato and flour are the staples of the fast-food lifestyle. In addition to serving hazardous types of food, some fast-food companies are believed to hide the true sources of their quasi-food. These practices have caused outrage and prompted lawsuits by lifelong fast-food patrons.

Fast-food chains are also being accused of misleading product positioning. The plaintiffs in one case against McDonald's pointed out 40 ingredients other than chicken found in the chain's chicken nuggets. Lawsuits also claim that in addition to burying the true ingredient lists and the staggering fat content of their products, fast-food peddlers aggressively market to undereducated groups of consumers.

State governments are attempting to nip this litigious trend in the bud. U.S. representative Ric Keller (R-Fla.) introduced the Personal Responsibility in Food Consumption Act, which would allow lawsuits to be filed only in cases where restaurants do not comply with regulatory requirements, thwarting the hopes of cashing in on the debilitating effects of a fast-food habit.

We're in Charge

The responsibility for our health--or lack thereof--is being tossed back to the consumer and underlines the importance of natural foods outlets. Most natural foods stores stock books on diet and nutrition allowing customers to make informed choices. Because they offer guidance and access to whole-foods alternatives, natural foods stores, like any of the 145 Whole Foods Markets that have popped up across the country, emote a sense of well-being and product confidence.

One reformed fast-food junkie describes the new consumer experience: "Simply being in that [natural foods] environment seems to hold the promise of safety and satisfaction," something the fast-food experience has failed to deliver. Ironically, the marketing campaign McDonald's recently launched aims to emote this trusting relationship with the consumer. In the words of Ray Bergold, the chain's top marketing executive, "The challenge of the campaign is to make customers believe that McDonald's is their trusted friend."

Many consumers are discovering that processed meals leave you sluggish, anxious, but strangely longing for more. Natural foods tend to bring about true satisfaction and increased energy in most people. Ironically, the same image of trust and happiness the fast-food giants spend billions of advertising dollars trying to create is actually produced by the natural foods experience.

Sales Tell the Story

According to NMI president Maryellen Molyneaux, "The data indicate health and wellness industry projected sales of $86 billion by 2006." The natural food segment of retail is currently experiencing industry growth in the 5 to 8 percent range, compared to zero to 2 percent growth for conventional food retailers. Wild Oats Markets, Inc., a leading national natural and organic foods retailer, generated $919.1 million in sales in 2002.

In addition to increased patronage of specialty natural foods stores, the natural and organic sections of conventional markets are being utilized by the general public as well. Seventy-five percent of health-conscious consumers purchase their wellness products in mainstream grocery and drugstores. Any food store wanting to stay abreast of consumer demand is now carrying natural and organic foods.

Furthermore, the Hartman Group found that approximately 62 percent of all organic and natural products is purchased in grocery stores primarily because of "convenience, pricing, and selection," and that more than one third of buyers surveyed feel grocers have "a large selection of organic and natural products."

Clearly, the natural and functional foods movements are proving to be more than a short-lived fad. Built on a foundation of true and consistent benefits, this industry is firmly rooted for sustained and significant growth in the marketplace.

When she was a child, Angela Braden learned from her grandmother the importance of taking good care of her body Angela lives in Atlanta, Georgia, where she produces cooking shows and writes on the subject of nutrition for international publications.

Results of a 2002 survey of natural foods consumers. Compliments of the Natural Marketing Institute,

Please indicate the reasons you first started using natural foods.

GENERAL POPULATION OVERALL HEALTH AND WELLNESS

54.9%

BETTER FOR ME AND MY FAMILY 30.4%

TASTE 30.4%

NUTRITIONAL CONTENT 25.2%

PERFORMANCE/ENERGY 15.7%

TO PREVENT SPECIFIC HEALTH ISSUES 11.4%

LIFESTYLE CHANGE 10.0%

ADDITIVE CONCERNS 9.3%

ENVIRONMENTAL CONCERNS 8.3%

SAFETY 6.4%

TO TREAT SPECIFIC HEALTH ISSUES 4.5%

DOCTOR RECOMMENDED 3.1%