Is Whole Foods Shifting its Target Market?

By: Masahiro Ihara

Although Whole Foods has dominated the natural and organic foods market for several years, competition from lower-priced retailers has recently posed a challenge for the premium grocer. Recently, the company revealed it will be embarking on its first nationwide marketing campaign, which has sparked rumors it wants to expand beyond its higher-income clientele to combat slow sales growth.

The company is already testing delivery options in small markets, in order to bridge the gap between the older home-grocer companies like Schwann and the modern order-online food companies that have sprouted, partially out of need and partially from indulgence. Whole Foods is …read more