Oct 22, 2019

Quality drives Millennial food shopping, and they are willing to pay more for it, according to a Whole Foods Market survey. Eighty percent of millennials value quality when it comes to food shopping, and nearly 70 percent are willing to spend more money on high quality foods.


 These findings are part of a survey released in August that examines millennial food, health and grocery shopping preferences. Conducted independently by YouGov, the national online survey sampled 1,006 adults between the ages of 22 and 37 in the U.S. 

Another trend that emerged from the research is more informed purchasing decisions. A majority of millennials want to know where their food comes from and how it is sourced. Transparency in food sourcing is important to more than 65 percent of millennials, particularly for fresh meat and seafood. More than half of millennials will pay more for products that have adopted animal welfare standards and prefer to buy those responsibly sourced. 

Food labeling and ingredient transparency are also key factors in millennials’ choices. Compared to five years ago, nearly 70 percent of millennials read labels more closely. More than 60 percent are more concerned about additives and growth hormones. Ultimately, half of millennials buy more organic products than they did five years ago. 

Nearly seven in ten millennials spent more on food than on travel in the past year. A majority of millennials surveyed considered themselves to be “adventurous” eaters when it comes to food, and more than 60 percent make an effort to cook new dishes. 

More than six out of ten millennials try to eat healthily each day. Plant-based and unprocessed foods are becoming more popular with 63 percent of millennials trying to incorporate them into their diets. 

More than 60 percent are aware of the implications their food choices have on the environment. About half actively seek out food and beverages made of less packaging and plastic. 

Supplying bakers and food makers for over 40 years and with a heritage that stretches back seven generations, Kells specialises in plant based and traditionally milled foods. With its new Organic range and AA BRC certification, Kells can help meet this demand for quality and transparency.