Gen Z Is Hungry for Food Sustainability, Quality

Gen Z consumers are big on both sustainability and quality in their grocery buys, and many are willing to spend more to support brands that reflect these values, finds a recent survey commissioned by Whole Foods Market. Born between 1997 and 2012, Gen Z represents roughly 20% of the U.S. population, the U.S. Census Bureau reports, and its spending power is expected to grow to $12 trillion by 2030, according to NielsenIQ and GfK in collaboration with World Data Lab.

Some specific findings from the survey:

• 70% of Gen Z supports climate-smart agricultural practices.
• 55% are willing to pay more for environmentally sustainable products, and over half of Gen Z consumers prefer brands that prioritize lower environmental impacts or locally sourced foods.
• Quality is also important for this younger generation. Eighty percent of Gen-Z said they prioritize food quality in purchasing decisions, and 70% are willing to spend more on high-quality food.
• Nearly three-quarters of Gen Z express concern about the future of our climate, with 68% feeling they would benefit from more information from retailers about the sustainability of various food products. That gap underscores a key opportunity for brands to improve communication and transparency around sustainability and quality.

The survey was conducted online in the U.S. by YouGov for Whole Foods Market from Aug. 30 to Sept. 6 among 1032 U.S. adults aged 18 to 27 who passed an occupational security screening.

Click here for more from the survey.