Health-oriented shoppers can find organic and natural groceries at Sprouts Farmers Market.

In Austin, Sprouts identifies the younger, health-oriented millennial customer as its target audience, Sprouts Corporate Communications Manager Diego Romero said. The typical Sprouts shopper is middle to upper-middle class, he added.

“We consider Sprouts to be a healthy grocery store, an everyday grocery store, and we feature fresh, natural and organic foods at an affordable price,” Romero said. “Our value is one of our distinction points.”

Unlike most grocery stores, Sprouts has an eight-day cycle for its weekly advertisements, which runs from Wednesday to the following Wednesday. This allows customers to take advantage of sales listed in two weekly advertisements each Wednesday.

Another distinction of Sprouts is that 90 percent of products on its shelves are categorized as organic or natural, Romero said.

The reason why 10 percent of its products are not organic or natural is that the store may have customers who are easing into a healthier lifestyle, he said.

Sprouts has locations in Southwest Austin, North Austin, Round Rock and Cedar Park.

Arizona-based Sprouts has two kinds of competitors: the traditional grocery store and the high-end health foods store, Romero said.

In the Austin market, Sprouts has to compete against local farmers markets, California-based Trader Joe’s, San Antonio-based H-E-B and Central Market, Austin-based Whole Foods Market, and Houston-based Randalls.

“Austin is a really competitive market, and the stores we have there are doing really well,” Romero said.