Not surprising but important. People who buy fresh foods are going to spend more on other particular types of groceries — particularly other kinds of fresh foods.
Look for grocery stores to really heat it up in terms of the quantity and quality of fresh items for sale as they try to keep you, the more nutrition oriented shopper, in their store. For a long time groceries have catered to the people who shop mostly the middle, processed food aisles. The processed sugar aisle, the salt aisle, those places are becoming less of a factor.
Does it cost more to buy real food? Yes, but it costs less too, because you won’t be needing anything from those other areas of the store.