Millennials Have the Biggest Appetite for Organic
Younger parents want to know where their food comes from.
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.