Organic Purchasers Pinpointed in New Study

Organic foods at grocery store

Rockville, MD—The biggest eaters of organic products? Adults under the age of 40, according to a market research study titled “Eating Trends: Generational Food” by Packaged Facts. The two most predominate demographics of organic consumers are those with higher incomes and educational levels, and younger adults of the Gen Z and Millennial generations.

According to a press release, younger adults are more likely to have young children in the home, “a key demographic for organic eating.” The release notes that in general, usage of organic drops off at the 55 and over age bracket.

Organic meat is at the mercy of money, the release notes. Core consumers of organic meat tend to be parents with higher household incomes. Millennials and members of Gen Z—those with lower incomes—still purchase organic meats as their budgets allow, because they perceive organic meats as tasting better and being healthier; they are likely to buy when organic meat is on sale.

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Millennials and Gen Z do show clear interest in organic, though; the release notes that they are disproportionately represented among purchasers of organic packaged foods. Gen Z, in particular, is likely to become a significant demographic in organic, as they graduate from college and obtain higher-paying jobs.

“Millennials and younger members of Generation X tend to be the biggest users of organic foods, and much more likely than average to agree that they especially look for organic or natural foods when they shop,” says David Sprinkle, research director for Packaged Facts in a press release.

For more information or to purchase the report, go here.