Generation Z consumers are placing an overwhelming emphasis on both sustainability and quality in their grocery products, and many are willing to spend more to support brands that reflect these values, according to a recent YouGov survey.
The findings are part of a survey examining Gen Z food, health and grocery shopping preferences, conducted independently by YouGov on behalf of Whole Foods Market, the company said in a news release. The national online survey sampled 1,032 adults between the ages of 18-27 in the U.S. from Aug. 30 to Sept. 6, 2024,
According to the study, 70% of Gen Z supports climate-smart agricultural practices. Additionally, 55% are willing to pay more for environmentally sustainable products, and over half of Gen Z consumers prefer brands that prioritize lower environmental impacts or locally sourced foods.
Quality is also important for this younger generation, the release said, as 80% of Gen Z agree food quality is important in purchasing decisions, and 70% are willing to spend more on high-quality food.
“Prioritizing a positive climate impact while continuing to meet our rigorous quality standards is part of our identity at Whole Foods Market. It’s not just what we do, it’s who we are as a company,” Whole Foods Market CEO Jason Buechel said in the release. “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. This generation gives me great optimism as we continue to protect our food systems for future generations to come.”
The study reinforces a growing demand among younger generations for clear information about sustainability to make informed purchasing decisions. Specifically, as climate change increasingly impacts consumer behavior, the release said, “the findings from this new study by YouGov reveal Gen Z is hungry for greater transparency regarding food sustainability and quality.”
The study highlights that nearly three-quarters of Gen Z express concern about the future of the climate, and 68% feel they would benefit from more information about the sustainability of various food products. This gap underscores a key opportunity for brands to improve communication and transparency around sustainability and quality, the company said.
“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,” Whole Foods Market Chief Merchandising and Marketing Officer Sonya Gafsi Oblisk said. “We are proud to be a trusted grocer and inspire consumer confidence in the products they buy through our industry-leading quality standards and exclusive programs like Sourced for Good that support workers, communities and the environment where our products are sourced.”
Other findings include:
- Three-quarters of Gen Z view reducing food waste as essential for sustainability, yet only half prioritize sustainable packaging.
- Brand loyalty is increasingly tied to social responsibility, with 69% believing brands should advocate for a change in responsible sourcing, 66% preferring brands that give back to local communities and 71% wanting brands to support their employees.
- The report also illustrates a strengthening of feelings and behaviors supporting food sourcing, the environment and product ingredients as compared to five years ago. Responses for each behavior ranged from nearly 50% to 60% indicating they are more likely to engage in such behaviors than they were five years previously.
- 64% aim for healthy eating, health concerns motivate dietary restrictions for 53%. This indicates that emphasizing the health benefits of sustainable choices could better resonate with Gen Z.