For the past 20 years, the demand for organic food has consistently grown by well over 10% per year. While Whole Foods Market (NASDAQ:WFM) was way out ahead of this movement, and has benefited from such prescience, the country's largest grocer has now decided to double-down on organics as well.
Believe it or not, one in every four grocery dollars every year is spent at Wal-Mart (NYSE:WMT). Last week, after discovering through a survey that 91% of its customers would buy organic goods if they were priced right, the company announced that it was relaunching the Wild Oats brand. By doing so, Wal-Mart claimed it was going to offer organic goods for prices much lower than could be found elsewhere.
Motley Fool contributor Brian Stoffel checked up on Wal-Mart's numbers. While they weren't quite as impressive as the company would have you believe, there's little doubt that Wal-Mart will offer competitive prices. But Whole Foods investors need not be too worried. In the video, Brian explains why, and which grocers really do have something to worry about.