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Whole Foods survey: Millennials still spend more for quality

Dive Transient:

  • Almost 70% of millennials are keen to pay extra for high-quality meals, in line with a brand new survey performed for Entire Meals by YouGov. Moreover, half of millennials purchase extra natural merchandise than they did 5 years in the past.
  • Greater than 65% of millennials say transparency in meals sourcing is necessary, significantly in contemporary meat and seafood, and practically 70% say they learn labels extra carefully than they did 5 years in the past.
  • About 63% of millennials report attempting to include plant-based and unprocessed meals into their food regimen, and practically half tried a particular food regimen resembling Keto or dairy-free previously yr.

Dive Perception:

An ever-important demographic to the grocery business, and to Entire Meals particularly, millennials and their consuming habits proceed to be top-of-mind for retailers shaping their methods and shops. Client Affairs reported on a examine from Ibotta that discovered millennials store 35% extra typically than different demographics at shops resembling Entire Meals and Sprouts Farmers Market due to the shops’ core traits. 

This demographic will not be recognized for being price-conscious. Along with YouGov’s findings, earlier this yr Nielsen discovered that millennials spent 14% extra on natural meals and beverage than the yr prior. One other Nielsen report from 2018 confirmed that members of the era had been extra keen to pay for merchandise with sustainable, environmentally pleasant, natural or pure substances. 

One other notable discovering from the survey is {that a} majority of millennials contemplate themselves adventurous eaters, with greater than 60% making an effort to prepare dinner new dishes. Earlier analysis has additionally discovered the demographic to be excited about quite a lot of cuisines and flavors, however a majority of respondents making an attempt to prepare dinner distinctive dishes on their very own speaks to the significance of product assortment in-store. To attract millennial buyers, grocers might want to keep well-stocked aisles with loads of spices, sauces, grains and produce for them to select from when attempting new recipes.  

Environmental considerations are enjoying an even bigger function in millennials’ meals buying choices, with greater than 60% saying they’re conscious of the implications their meals selections have on the setting, the Entire Meals/YouGov survey discovered. Moreover, about half stated they actively search out merchandise with much less plastic and packaging. Firms haven’t shied away from addressing client sentiment on this space, with dozens of outlets throughout the U.S. launching initiatives to cut back plastic and work towards extra eco-friendly packaging


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