Generation Z consumers are focused on sustainability and quality when shopping for groceries and are willing to spend more on products that reflect these values, according to a new survey from YouGov for Whole Foods Market.
The survey of 1,023 adults between the ages of 18 and 27 found that 70% of respondents support climate-smart agricultural practices, with 55% willing to pay more for environmentally sustainable products. Additionally, more than half of Gen Z consumers prefer brands that prioritize lower environmental impacts or locally sourced foods.
Quality is also important for this younger generation. Eight in 10 survey respondents said they prioritize food quality in purchasing decisions, and 70% are willing to spend more on high-quality food.
The study also 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 findings revealed Gen Z is hungry for greater transparency regarding food sustainability and quality.
Among other findings:
- 68% feel they would benefit from more information from retailers about the sustainability of various food products.
- 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.