by Sarah Mahoney @mahoney_sarah
Source: www.mediapost.com, September 2024
Whole Foods Markets, long a favorite grocery source for millennials, says Gen Z shops a little differently. New research from the retailer, released just ahead of Climate Week, finds that 70% of Gen Z support climate-smart agricultural practices, 55% say they will pay more for products grown or made that way, and 60% say their feelings about food sourcing and ingredient transparency have intensified over the last five years.
They are also more focused on the quality of the food they buy, with 80% making that a priority when buying food.
Increasingly, younger shoppers expect retailers — not just grocery brands — to play a more significant role in sustainability efforts. Three-quarters of respondents say they’re concerned about the future of our climate, and 68% think retailers should include more information about the sustainability of their products.
However, they also have strong feelings about brands, with 69% believing brands should push for more responsible sourcing, 66% thinking brands should give back to local communities, and 71% saying brands need to support their employees.
“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,” says Sonya Gafsi Oblisk, Whole Foods Market’s chief merchandising and marketing officer, in the release announcing the research.
The study, which was conducted for Whole Foods by YouGov and included more than 1,000 adults between 18 and 27, finds that 75% see reducing food waste as key, while only half prioritize sustainable packaging.
“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,” notes Jason Buechel, Whole Foods Market chief executive officer, in the announcement. “This generation gives me great optimism as we continue to protect our food systems for future generations.”
