Bakers Journal

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Survey: millennials buying organic


September 23, 2016
By Doug Picklyk

Results of a new survey released by the North American Organic Trade Association (OTA) reveals that millennial parents, those in the 18- to 34-year-old age range, are now the biggest group of organic buyers in America.

Among U.S. parents, more than five in 10 (52 per cent) organic buyers are millennials. “The millennial consumer and head of household is changing the landscape of our food industry,” said Laura Batcha, CEO and executive director of the OTA in a prepared release.

“Our survey shows that millennial parents seek out organic because they are more aware of the benefits of organic, that they place a greater value on knowing how their food was grown and produced and that they are deeply committed to supporting a food system that sustains and nurtures the environment.”

The survey studied generational buying habits, looking at millennials (18-34), generation X (35-50) and baby boomers (51-69). Compared to millennials who accounted for 52 per cent of organic buyers, Gen X parents made up 35 per cent of parents choosing organic and baby boomers making up 14 per cent.

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For 40  per cent of millennials, choosing organic is an integral part of living green, versus 32 per cent of Gen Xers and 28 per cent of baby boomers.

OTA’s U.S. Families’ Organic Attitudes and Beliefs 2016 Tracking Study, a survey of more than 1,800 households with at least one child under 18, found that more than eight in 10 (82 per cent) U.S. families say they buy organic sometimes, one of the highest levels in the survey’s seven-year lifetime.

The number of families never buying organic has steadily decreased, going from almost 30 per cent in 2009 to just 18 per cent today.