Gen Z consumers are placing an emphasis on sustainability and quality in their grocery products, and many are willing to spend more to support brands that reflect these values, according to a recent YouGov survey conducted on behalf of Whole Foods Market.
The findings, released Sept. 23, examine Gen Z food, health and grocery shopping preferences. The national online survey sampled 1,032 adults between ages 18-27 in the U.S.
The study reveals that 70 percent of Gen Z supports climate-smart agricultural practices. In addition, 55 percent are willing to pay more for environmentally sustainable products, and more than 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 agrees food quality is important in buying decisions, and 70 percent are willing to spend more on high-quality food.
“Prioritizing a positive climate impact while continuing to meet our rigorous quality standards is part of our identity at Whole Foods Market. It’s not just what we do, it’s who we are as a company,” said CEO Jason Buechel.
“As Gen Z generates a higher demand for environmentally conscious products, we have continued to increase our efforts toward climate-smart agriculture and responsible sourcing practices. This generation gives me great optimism as we continue to protect our food systems for future generations to come.”
The study reinforces a growing demand among younger generations for clear information about sustainability to make informed purchasing decisions. Specifically, as climate change increasingly impacts consumer behavior, the findings from the YouGov study reveal that Gen Z is hungry for more transparency regarding food sustainability and quality.
The study highlights that while three-quarters of Gen Z express concern about the future of our climate, 68 percent feel they would benefit from more information about the sustainability of various food products. This gap underscores a key opportunity for brands to improve communication and transparency around sustainability and quality.
“We know Gen Z cares deeply about how their food is grown and produced, and we are committed to providing products that support these values,” said Sonya Gafsi Oblisk, chief merchandising and marketing officer of Whole Foods Market.
“We are proud to be a trusted grocer and inspire consumer confidence in the products they buy through our industry-leading quality standards and exclusive programs like Sourced for Good that support workers, communities and the environment where our products are sourced.”
Other findings
- Three-quarters of Gen Z view reducing food waste as essential for sustainability, yet only half prioritize sustainable packaging.
- Brand loyalty is increasingly tied to social responsibility, with 69 percent believing brands should advocate for a change in responsible sourcing, 66 percent preferring brands that give back to local communities and 71 percent wanting brands to support their employees.
- The report also illustrates a strengthening of feelings and behaviors supporting food sourcing, the environment and product ingredients as compared to five years ago. Responses for each behavior ranged from nearly 50-60 percent, indicating they are more likely to engage in such behaviors than they were five years earlier.
- Sixty-four percent aim for healthy eating; health concerns motivate dietary restrictions for 53 percent. This indicates that emphasizing the health benefits of sustainable choices could better resonate with Gen Z.
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