Millennials Have the Biggest Appetite for Organic

Younger parents want to know where their food comes from.

By Matthew Kadey, MS, RD
Jun 18, 2019

The organic food market in America is valued at more than $43 billion, and millennials are now the biggest consumers in this food sector. According to a survey conducted by the Organic Trade Association, parents in the 18- to 34-year-old age range are more likely to drop organic broccoli and organic milk into their shopping carts than are Generation X parents (ages 35–50) or baby boomers (ages 51–69). Data showed that 52% of organic food customers are millennials, whereas Gen Xers account for 35%, and baby boomers represent just 14%. Beyond perceiving organic fare’s health benefits for their families, millennials are increasingly placing value on knowing how their food is produced and whether it is done in a way that treads lightly on the environment.

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Matthew Kadey, MS, RD

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