Enlarge By Eileen Blass, USA TODAY Sales of organic foods and beverages are expected to average about 18% growth through 2010, though growth recently has been slowed by the economy. High gas and food prices appear to be nibbling away at the high growth rates long enjoyed by organic and natural food makers and sellers. Sales growth has slowed but remains strong because of the loyalty of core organic buyers, some industry executives say. They also say new customers are tougher to attract, given that organics can cost 10% to 50% more than non-organic rivals. "Most of us are seeing slightly slower growth, but we're still seeing growth," says Gary Hirshberg, CEO of Stonyfield Farm, a leading organic yogurt maker. He expects 18% revenue growth this year, up from 16% last year but down from 24%-plus in past years. Others also recently reported slower growth than Wall Street analysts anticipated, including Whole Foods Market, the largest retailer of organic and natural foods, and Lifeway Foods, maker of dairy drink Kefir. In a weak economy, "New organic customers will be more cautious," says George Siemon, CEO of Organic Valley Family of Farms, the USA's largest cooperative of organic farmers. Siemon also says existing organic buyers may cut purchases of discretionary items, such as organic ice cream, but stay true to basics, such as organic milk and meat. He earlier targeted 24% growth this year for Organic Valley. Now, he's looking for 22%. The co-op had 30% growth last year. Sales of organic foods and beverages are expected to reach $24 billion this year, and average about 18% annual growth through 2010, says the Organic Trade Association. Almost 70% of U.S. shoppers bought something organic over a recent three-month period, says Laurie Demeritt, president of market researcher The Hartman Group. She says Hartman's consumer survey earlier this year showed that organic use has been leveling off since 2006, a trend she expected to continue this year, given the economy. Market researcher Information Resources, in a May survey of 1,000 consumers, also found that 52% said they were buying fewer organic products because of cost. Organics are also seeing increased competition from "locally grown" products, whether they're organic or not, Demeritt says. Organic companies, meanwhile, face more rivals as retailers have launched organic brands, says Hirshberg. Wal-Mart and Wegmans say organic sales are holding steady. One consumer who's economizing is Sara Smith of Walnut Creek, Calif. She's recently gone from buying organic at least half the time to only when products are on sale or if there's no alternative. She and her husband are attorneys, but with three kids and higher expenses, "I'm trying to cut back." Guidelines: You share in the USA TODAY community, so please keep your comments smart and civil. Don't attack other readers personally, and keep your language decent. Use the "Report Abuse" button to make a difference. You share in the USA TODAY community, so please keep your comments smart and civil. Don't attack other readers personally, and keep your language decent. Use the "Report Abuse" button to make a difference. Read more