New wave of organic consumers coming

Posted by Andrea Hogan on 20th September 2017

Grocery baskets could soon be filling up with more organic food as Millennials become parents concerned with giving their children a healthy start in life.

According to a United States study conducted by the Organic Trade Association, Millennials are big buyers of organic products and becoming a parent will deepen their desire to purchase organic goods.

In the next 10-15 years, 80 per cent of Millennials are expected to become parents.

Chief Executive Officer of the Organic Trade Association, Laura Batcha, said Millennials are the largest consumer group in the US and “they’re choosing organic”.

“As more members of this generation become parents, their presence in the organic market will just get stronger,” Batcha said.

“This year’s survey findings clearly show the positive relationship between organic and parenting. Exciting times lie ahead for the organic sector.”

The connection between organic and parenting

The Organic Trade Association’s survey found those who are heavy purchases of organics believe they are a better parent when they chose organics for their family.

“That buyer is actively seeking out healthy, nutritious choices for themselves and their children – that’s the number one motivator for this group when choosing food, followed by the product being organic,” the Organic Trade Association says.

“Concerns about the effects of pesticides, hormones and antibiotics on an individual’s health and the health of that individual’s children, along with the desire to avoid highly processed  foods and artificial ingredients for the family were also top reasons to buy organic.”

Baby food is the most important product to go organic with said survey respondents.


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