Whole Foods Market dominates the organic and natural foods sector in the U.S. with a 33.6% market share in 2010. However, increased competition from traditional grocers adding more organic options and lower prices poses a threat. While Whole Foods was the first large organic retailer, competitors are now copying its model, with stores like Walmart increasing healthy and organic offerings. This document analyzes Whole Foods' competitive position and challenges in the changing retail food industry.