70% of millennials in the US willing to spend more on quality while food shopping

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 12, 2019, 4:25 AM UTC

Whole Foods and YouGov surveyed 1,000 US adults aged 22 to 37.

This article cites a Whole Foods survey which revealed that 80% of millennials value quality when buying food. Moreover, 70% of respondents would willingly spend more for that quality.

Expecting transparency, for 65% of participants, food souring of meat and seafood is important.  Over 50% of those polled would pay for products meeting animal welfare standards and those that are responsibly sourced.

60% of those polled are highly concerned about the presence of additives and growth hormones in food. About 50% of the respondents reported purchasing more organic products that they did five years before.

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