Consumer demand for organics is outpacing the growth of the overall food market. So it’s no surprise that Millennial parents are now the biggest group of organic buyers in America. (U.S. Families’ Organic Attitudes and Behaviors Study). Among American mothers and fathers, 52% of those buying organic are millennials, which compares with 35% of Generation X parents and 14% of Baby Boomer parents.
Organic sales have increased from $3.6 billion in 1997 to $43.3 billion in 2015 according to the Organic Trade Association (OTA). Almost 14% of all fruits and vegetables sold are organic.Image may be NSFW.
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This younger generation is reshaping the food industry and embracing key food movements from organic to locally grown, to small-batch artisanal cuisine and more. And they share their love of food on social media keeping these trends in the forefront and top of mind.
According to a Gallup poll, Millennials are a lot more likely than average to feel that it’s important to buy organic. As a comparison only 33% of Americans age 65 and older actively try to include organic foods in their diets while 53% of Americans ages 18 to 29 do so. Millennials are already outspending Boomers in some food categories and they will become more and more influential as their spending power increases. By 2020, Millennials will represent 30% of all retail sales in the U.S.
These discerning consumers also value authenticity and sustainability. As we’ve noted in previous articles, Millennials are increasingly interested in how and where their food is grown. Organic growers can tap into this market by sharing their passion for farming along with their environmentally-friendly practices via digital and social media. As one Millennial food blogger noted, “From my perspective, healthy, organic, sustainable aren’t buzz words, they are all important food trends.”
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