Well, it depends on the year. A look at how new product activity has shifted in the organic category.
2003
| No. of new items | 1,601 |
| New item sales | $77M |
| % of organic sales | 4.8% |
NEW ITEM COMPOSITION: | Fresh produce | 27% |
| Snacks | 21% |
| Milk | 10% |
| Other | 42% |
2004
| No. of new items | 1,856 |
| New item sales | $59M |
| % of organic sales | 2.7% |
NEW ITEM COMPOSITION: | Fresh produce | 18% |
| Milk | 9% |
| Soups | 8% |
| Primal meats | 7% |
| Coffee | 6% |
| Yogurts | 6% |
| Other | 46% |
2005
| No. of new items | 1,912 |
| New item sales | $72M |
| % of organic sales | 2.6% |
NEW ITEM COMPOSITION: | Fresh produce | 16% |
| Sauces | 8% |
| Eggs | 6% |
| Snacks | 6% |
| Other | 64% |
2006
| No. of new items | 2,206 |
| New item sales | $151M |
| % of organic sales | 4.4% |
NEW ITEM COMPOSITION: | Fresh produce | 23% |
| Baby food | 15% |
| Cereals | 9% |
| Milk | 5% |
| Other | 48% |
Source: Nielsen Strategic Planner, food/drug/mass (excluding Wal-Mart) for the 260 weeks ending Jan. 27, 2007.
