Now That We Understand Millennials -- Generation Z and Organic Produce
No one doubts Millennials and Generation X are having a huge influence on food trends, especially in building the growing demand for organic produce. Three studies about the next generation of influencers – Generation Z -- help understand how they are influencing food trends and the new changes they will bring to the marketplace.
Recent studies by the Hartman Group, NPD Group and the HRC Advisory focus on the impact of Generation Z on how Americans eat and what will change in the future.
Generation Z grew up in the midst of the healthy eating trend, celebrity chefs and America’s obesity problems showcased in the news. They are preteens and teens ages ten through 21, born after 1995 and by 2020, nearly 40 percent of the U.S. population will be Generation Z. The Hartman study states that unlike prior generations, Generation Z received unprecedented exposure to healthy diets and global cuisine which makes them food knowledgeable. As they age, they are sharing their food savvy with friends, family, social networks and online social media.
Healthy, Fresh, Organic Future
The NPD Group, a market researcher, predicts Gen Z will be more likely to eat fresh, healthy meals at home causing fresh food consumption to continue its rise. With Generation Z’s focus on fresh at all meals including snacks, NPD also projects interest in organic labels will remain strong among the youngest generations – a win for organic fresh produce.
The Hartman Group’s study agrees. Melissa Abbott, vice-president of culinary insights, says their studies show more than half of Generation Z perceive organic as healthier, compared to only 39 percent of older generations in the survey. “Generation Z views organic as a symbol of healthy food, while boomers see it as an absence of negatives.” Abbott adds, Generation Z sees organic as tasting better, too.”
Generation Z is already impacting market trends by influencing others. Teenagers are known to be highly effected by their peers, especially in what they buy. Generation Z admits to being effected by what their parents purchase as well, with HRC’s study concluding there is reciprocal influence on their parents purchase. More than 75 percent of Generation Z children and more than 82 percent of parents say that Gen Z children have some influence over parents’ buying decisions.
Surveys and Methodology
The Hartman Group used a national online survey of 529 teens aged 15 to 17 as well as conducting in-home interviews with individuals in this age group. For more information click here.
The HRC Group surveyed 3,100 participants from the U.S. and Canada consisting of four groups; Generation Z, Millennials, Millennial Parents and Generation X parents. Click for more.
NPD’s report is based on their 30 years of data on actual food and beverage consumption behavior. To order the report, click here.
By Mindy Hermann
The next steps for the NOSB Crops Subcommittee include further clarification of terms and a proposal for a vote as early as this fall on separate definitions of aeroponics, aquaponics, and hydroponics and on whether each is allowed under organic rules.Read More
Vic Savanello, Allegiance Retail Services/Foodtown Inc. Senior Director of Produce and Floral , chats with OPN Connect about his career in retail, his views on organic fresh growth, the biggest challenges and more.Read More
Originally established by the Organic Foods Production Act (OFPA), and governed by the Federal Advisory Committee Act (FACA), the NOSB considers and makes recommendations on a wide range of issues involving the production, handling, and processing of organic products. It's important that industry members are part of the process.Read More
Outstanding growing conditions have resulted in premium quality and plentiful supplies of organic California blueberries as production of this year’s crop begins. Industry members Homegrown Organic Farms, U.S. Highbush Blueberry Council and Naturipe share their outlook for the season.Read More
- 13 Percent Growth in Organic Farms in U.S. From 2015-2016
- Organic Seed Alliance (OSA) Asks NOSB to Hold Proposing Seed Regulation Changes
- USDA Cancels Reimbursement for Transitional Certification Fees
- Leopold Center for Sustainable Ag Faces Shutdown at Iowa State
- California’s Baloian Farms Introducing New Organic Produce Items