AUSTIN, Texas (September 19, 2005) Money issues, losing weight and baby's health are the top concerns of expectant moms, according to a nationwide survey* released today by Whole Foods Market, the world's leading natural and organic foods supermarket.

  Whole Foods Market commissioned the survey to evaluate the attitudes and concerns of expectant and new moms. The survey is being released in conjunction with the company's “Whole Baby” lecture series, a multi-city tour providing information on nutrition and lifestyle topics for growing families. Highlights of the survey:

Concerns during Pregnancy

When mothers were asked to identify their biggest concerns about having a baby, the following issues came out on top:


  • Money (56 percent)
  • Losing pregnancy weight (47 percent)
  • Baby's health (44 percent)

Other concerns shared by many expectant and new moms include:

  • Lack of sleep (27 percent)
  • Balancing work and child rearing (26 percent)
  • Parenting skills (20 percent)
  • Breastfeeding (20 percent)

Top Sources for Pregnancy Advice and Guidance

When asked who they turn to for pregnancy advice and guidance, expectant moms cite these sources as the most important:


  • Doctors/healthcare providers (79 percent)
  • Their own mothers (60 percent)
  • Friends (38 percent)

Eating Habits

More than two-thirds (68 percent) of moms-to-be today willingly make changes to their eating habits after becoming pregnant. Altered habits that topped the list include:


  • Taking vitamins (82 percent)
  • Consuming less or no caffeine (80 percent)
  • Avoiding artificial sweeteners (49 percent)

Regarding the eating habits of pregnant women:

  • 78 percent of women having their first child are likely to change the types of foods they eat
  • 63 percent of women who have given birth previously are likely to change the types of foods they eat

Natural and Organic Foods

When respondents were asked about natural and organic foods, the survey found:


  • 42 percent of all expectant and new moms deem eating natural or organic products important
  • 26 percent of those who changed their diet during pregnancy started eating more natural and organic foods
  • 37 percent believe there are health advantages to natural and organic foods
  • 38 percent don't know or are not sure about the health advantages to natural and organic foods

The Whole Baby Program

As a way of addressing the concerns and interests of new mothers, Whole Foods Market has partnered with Mothering magazine to develop the Whole Baby program, intended to help alleviate the stress of being a new mom. One component of the program, the Whole Baby lecture series which kicks-off on Sept. 22, in New York City, provides moms-to-be with practical tips for nurturing a healthy pregnancy and a healthy baby.


Whole Foods Market's top nutritionist Jody Villecco and Mothering's natural parenting resource editor Kimber Pasquali will discuss dietary building blocks and food preparation tips for healthy mothers and babies; suggest body care for pregnancy pampering; and offer advice on breastfeeding, baby care, and natural products.

Other cities visited this fall are Philadelphia, Chicago and Atlanta. Some spaces are still available at each event, and expectant mothers can register for the free, limited-seating lectures at

“Whole Foods Market is reaching out to parents, especially those who are new to our stores. We have been a safe haven for 25 years to moms and moms-to-be seeking information on organic and natural products and tips on living a healthier lifestyle during and after their pregnancy,” said Villecco. “Whole Foods Market has always done the homework for shoppers,' so they don't have to. Moms can rest easy knowing that we only stock our stores with foods that are free of artificial colors, preservatives, sweeteners, flavors, and hydrogenated oils.”

Knowledgeable Whole Foods Market Team Members, educational Whole Baby booklets available in all Whole Foods Market stores, and tote bags distributed via child birth educators are all resources moms can rely on for information and nutritional advice through the Whole Baby program. The free tote bags contain product samples, information and special offers from Burt's Bees, Earth's Best, Hyland's, Seventh Generation, Stonyfield Farms, Mothering magazine and Traditional Medicinals.

Whole Foods Market's Whole Baby program, while not a replacement for the sound guidance of healthcare professionals, is intended to be a complementary and trusted source women can turn to for nutritional guidance during pregnancy, empowering them to make informed decisions about the nutrition of their growing families.

* Methodology: GCI Group and Equation Research conducted the online survey commissioned by Whole Foods Market in June 2005 to evaluate the attitudes of expectant and new moms toward health, natural and organic products, and their babies. The sample consisted of expectant moms currently pregnant or new moms with children not older than six months randomly selected from a licensed research-only panel in the continental United States. A total of 2,344 surveys were completed. All figures rounded to the nearest whole number. Results of the survey are available upon request to those affiliated with consumer media publications at