In the last 10 years or so, some Singaporean consumers began to take interest in healthy food, especially those with family members suffering from serious illness, like cancer and heart diseases. These consumers believe that consuming organic foods help to improve the health and immunes. Another group of consumers is the the expatriates working in Singapore. These consumers are already having well-being lifestyle before coming to Singapore. This lifestyle consists of modern exercise like yoga, meditation, and health food consumption. Many middle and high income Singaporean also adopts this lifestyle, thus expanding markets for healthy organic foods. New generation of Singaporeans studying or living abroad has also taken similar lifestyle back to Singapore when they return home. The latest, but perhaps the biggest, group is the young families with children where parents buy organic products for their children with the belief that the children would grow up healthily. The recent food scares and new international diseases like SARS and bird flu further enforce the belief of healthy foods and lifestyle.