Sep 27

Gen Z Willing to Pay More for Sustainable, Quality Groceries, Says YouGov Survey

The results are in and according to a survey by YouGov, Gen Z consumers are increasingly willing to pay a premium for grocery products aligning with their values on sustainability and quality. The survey, commissioned by Whole Foods Market, sampled 1,032 U.S. adults aged 18 to 27, highlighting a significant shift in consumer behaviour towards environmentally friendly and high-quality products.

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What is notable is a substantial 70% of Gen Z shoppers support climate-smart agricultural practices. Moreover, 55% of these young consumers are prepared to spend more on products that are environmentally sustainable, with over half favouring brands that minimise environmental impacts or offer locally sourced foods.

Quality also ranks high on Gen Z’s shopping criteria, with 80% considering it a crucial factor in their purchasing decisions. Additionally, 70% are willing to invest more in superior quality food items.

"Gen Z’s growing demand for eco-conscious products propels us to enhance our efforts in climate-smart agriculture and responsible sourcing," says Jason Buechel, CEO of Whole Foods Market. "This generation’s commitment gives me great hope for the future of our food systems".

The survey also reveals a clear desire among Gen Z for more information about the sustainability practices behind their food choices, with 68% expressing a need for better transparency.

Sonya Gafsi Oblisk, Whole Foods Market's Chief Merchandising and Marketing Officer, says "We understand Gen Z's deep concern for the origins of their food and are dedicated to offering products that meet these expectations through our rigorous Quality Standards and initiatives like Sourced for Good."

The study further highlighted that while 75% of Gen Z view reducing food waste as crucial, fewer prioritise sustainable packaging. Brand loyalty among these young consumers is increasingly linked to social responsibility, with significant numbers favouring brands advocating for responsible sourcing and community support.

The detailed survey conducted from August 30 to September 6, 2024, paints a comprehensive picture of Gen Z’s preferences, pointing to a robust market for brands that are transparent about their sustainability credentials and committed to quality.

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