Produce high on baby boomers' grocery list

The top five items on baby boomers' grocery lists in 2010:

1. Fresh fruit (83%)
2. Milk (82%)
3. Fresh vegetables (79%)
4. Wheat or whole-grain bread (77%)
5. Canned or frozen vegetables (69%)

Source: Whole Foods Market Inc., survey of 1,349 adults ades 46-64.

Fresh fruits and vegetables making the top three grocery items for baby boomers is great news since the two items failed to crack the top five 30 years ago. Boomers are choosing healthier, lower-fat foods.  

In 1980, the top five baby boomer grocery items were:

1. Milk (89%)
2. Canned or frozen vegetables (83%)
3. White bread (74%)
4. Soda pop (74%)
5. Iceberg lettuce (66%)

Overall food trends noted by the survey include:

• Most adults are more concerned with what they eat
• They more closely read nutrition labels
• They have a better idea of how their food is produced 

27% of adults said natural or organic foods comprised more than a quarter of their total food purchases this year, up from just 20% a year ago.