Cadbury just announced Accelerade sales came in significantly below forecasts and the head of the American Beverage Unit of Cadbury is leaving. In a Bloomberg article, more details are discussed.

In our September Sports Nutrition & Weight Loss issue, we discussed Accelerade’s aggressive advertising campaign to go after “old man” Gatorade. At Expo East, I asked a few people familiar with the research behind Accelerades 4-to-1 carbohydrates to protein formula and received only positive reviews. I guess it will take more than just good science and an aggressive advertising campaign to dislodge Gatorade from its perch atop the sports drink category.

There is no denying that organic is the latest driver of growth for the greater “healthy foods” category, which Nutrition Business Journal defines as organic, natural, lesser-evil and functional foods. More definitions are available here.

What is interesting, is how many different consumer types (as defined by Harris Interactive) buy organic foods on a regular basis.

Harris finds, “Some segments of the population are more likely to buy organic foods regularly: college graduates (11%), Liberals (11%), Westerners (10%), Echo Boomers (those aged 18-30; 10%), and Gen Xers (those aged 31-42; 9%).”

For many years, organic was just a niche frequented by the very wealthy or the core, organic food “passionates”. That has changed, and now there is a piece of research to prove it.

NBJ also publishes annual research on the organic foods market in the form of an issue of the journal, a report and downloadable data charts.

Check them out! NBJ’s market figures on organics are broad and deep!