While more shoppers say they are paying attention to nutrition and trying to choose healthful food, their definition of healthy has shifted to include food that is natural and organic, according to Technomic. "There's a shift happening in terms of what actually defines healthy for them," Vice President Darren Tristano said. "We're seeing more consumers gravitate toward health-halo claims -- such as local, natural and organic, as well as whole wheat and free range."
Shift emerges in how consumers define healthy food
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