Clean eaters, consumers who shun chemicals, additives, and pesticides, represent just 5% of primary grocery shoppers. But a new study from NPD indicates that this group has the potential to grow in the coming decades. About 58% are female. One quarter ages 18 to 34, but the majority are ages 35 to 54. Eighteen percent are Hispanic. More than 65% have household incomes of $45,000 or more. And they are willing to pay more for they foods they prefer.