Dawn Valandingham writing in Supermarket News noted that specialty food retailers are not experiencing a decline in either traffic or value of purchases despite inflation. She justifiably attributes the relative immunity to higher prices to three factors. 

• The first is that price gaps between conventional and “natural” foods have narrowed.

• Dawn also attributes customer loyalty to perceptions of health associated with natural foods including taste and quality associated with private labels.

• Perhaps the most important reason for continued support of stores retailing “natural” products relates to the fact that consumers are essentially in the high income demographic. They have sufficient concern for health and wellbeing that even modest increases in the cost of items have not affected purchasing patterns.