Gen Z is placing a strong emphasis on sustainability and quality when choosing grocery products, with many willing to pay more for brands that align with their values, according to a recent YouGov survey. The survey, commissioned by Whole Foods Market, sampled 1,023 U.S. adults aged 18 to 27.
Key findings include that 70% of Gen Z supports climate-smart agricultural practices, and 55% are willing to pay more for environmentally sustainable products. Over half of the respondents prefer brands that prioritize lower environmental impact or locally sourced foods.
Quality is another significant factor, with 80% of Gen Z saying they prioritize food quality in purchasing decisions, and 70% willing to pay more for high-quality food.
Whole Foods Market CEO, Jason Buechel, noted that Gen Z’s demand for environmentally conscious products aligns with the company’s commitment to climate-smart agriculture and responsible sourcing. He sees this generation’s priorities as a source of optimism for the future of food systems.
The survey highlights a growing desire for transparency around food sustainability, with nearly three-quarters of Gen Z expressing concern about climate change and 68% wanting more information on the sustainability of food products. This presents an opportunity for brands to improve communication on these topics.
Additional findings reveal that 75% of Gen Z believes reducing food waste is essential for sustainability, though only half prioritize sustainable packaging. Brand loyalty is increasingly linked to social responsibility, with 69% expecting brands to advocate for responsible sourcing, 66% favoring brands that support local communities, and 71% wanting brands to back their employees.
The study also shows Gen Z’s increasing focus on food sourcing and transparency compared to five years ago, with over 60% feeling more strongly about these issues. Health also plays a role, with 60% aiming for healthy eating, and 53% saying health concerns influence their dietary restrictions.
The survey was conducted by YouGov from August 30 to September 6, 2024. For more information, contact [email protected].
