US Millennial shoppers expect quality and transparency, Whole Foods

Quality and transparent sourcing drives Millennial food shopping, and they are willing to pay more for it, according to research by YouGov on behalf of Whole Foods Market.

1,006 Americans between the ages of 22 and 37 were surveyed. 80% valued quality when it came to food shopping, and nearly 70% were willing to spend more money on this. Transparency in food sourcing was important to more than 65%, particularly for fresh meat and seafood.

More than half of Millennials will pay more for products that have adopted animal welfare standards and prefer to buy those responsibly sourced. Food labelling and ingredient transparency are also key factors in their choices.

“We’re always striving to better understand our customers’ passions when it comes to food,” says Sonya Gafsi Oblisk, Whole Foods Market’s Chief Marketing Officer. “Millennials don’t settle for just any food in their shopping carts, and neither do we. The stories of how food is produced and grown matter to them – and to us.”

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