Is Whole Foods Market, Inc. (WFM) a Buy?

While The Kroger Co. (NYSE:KR) boasts some of best prices around, it faces stiff competition from Wal-Mart Stores, Inc. (NYSE:WMT).

Wal-Mart Stores, Inc. (NYSE:WMT) is the country’s largest grocer, with over 3,000 supercenters, and it accounts for roughly 22% of American food sales. It was also ranked by Consumer Reports as the second-worst chain, behind only Pathmark.

The retailer giant scored near the bottom based on service and food quality. In addition, stores received low scores based on cleanliness. But one-stop shoppers, and those focused on price, love the convenience.

Known for its low, everyday values, Wal-Mart Stores, Inc. (NYSE:WMT) believes you don’t have to be a food snob to want organic and natural foods, and has a growing line. The company recently reported in its Economic Customer Insight Report that its “natural and organic food sales are growing almost twice as much as traditional products.”

That’s evidence of not only the growing trend towards eating natural, but also proof you don’t have to break the bank to do so.

The Future Favors Whole Foods

As our food culture seeks items with preservatives and processed ingredients, and as consumers become even more label-conscious, savvy shoppers will frequent a store they can count on and trust.

Shoppers are also becoming more educated, and they are able to recognize the difference between organic, natural and wannabe products.

However, natural foods are not regulated. This leaves the meaning of that term mainly up to the grocers that sell them.

Here Whole Foods Market, Inc. (NASDAQ:WFM) has a distinct edge. It’s revered for its strict standards of selling only the highest-quality, freshest, tastiest and best-looking products. And Whole Foods has made it easy and enjoyable to find healthy alternatives. Following a natural and organic diet isn’t rocket science, but it does take some planning.

The future does indeed favor Whole Foods Market, Inc. (NASDAQ:WFM) (pun intended). A growing distrust of synthetic foods, and a spotlight on obesity and related disease has spurred the creation of healthier snacks, beverages, baby food and more.

You see, the old adage “you are what you eat” is true. A fresh report from the University of Massachusetts Medical School found  that even small amounts of occasional “indulgences” (aka junk food binges) may produce significant changes in gene expression that could negatively impact psychology and health.

Whole Foods Market, Inc. (NASDAQ:WFM) investors are poised to clean up on the growing “clean” eating shift.

The article A Whole Lot to Like About Whole Foods originally appeared on Fool.com.

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