Supermarket chains increase their focus on winning back healthy-oriented shoppers who have...

|By:, SA News Editor

Supermarket chains increase their focus on winning back healthy-oriented shoppers who have turned to Whole Foods Markets (WFM -0.5%) and farmers markers. Companies including Supervalu (SVU -0.2%), Kroger (KR +0.1%), and Safeway (SWY -0.7%) plan to introduce new organic food brands under private labels. Industry data shows that demand for organic food is still strong in the U.S. with 78% of families including the category as part of their shopping strategy.