Key Takeaways:
- A YouGov survey reveals that 70% of Gen Z consumers support climate-smart agricultural practices, with 55% willing to pay more for environmentally sustainable products.
- Quality is also a top priority, with 80% of respondents prioritizing food quality and 70% willing to spend extra on high-quality food.
- Gen Z consumers express a strong desire for more transparency about sustainability from brands and retailers.
- Three-quarters of Gen Z consider reducing food waste essential for sustainability, and 69% believe brands should advocate for responsible sourcing.
A recent survey conducted by YouGov highlights the growing importance of sustainability and quality for Gen Z consumers when making grocery shopping decisions. The survey, which sampled 1,023 U.S. adults aged 18 to 27, shows that this younger generation is willing to spend more to support brands that align with their values.
According to the survey, 70% supports climate-smart agricultural practices, and over half of the respondents are willing to pay a premium for environmentally sustainable products. Quality is also a significant factor, with 80% prioritizing it when choosing food and 70% willing to invest in higher-quality products.
“As Gen Z generates a higher demand for environmentally conscious products, we have continued to increase our efforts toward climate-smart agriculture and responsible sourcing practices,” said Jason Buechel, CEO of Whole Foods Market. “This generation gives me great optimism as we continue to protect our food systems for future generations to come.”
Growing Demand for Transparency
The survey also reveals that nearly three-quarters of Gen Z are concerned about the future of the climate, with 68% expressing a need for more information from retailers about the sustainability of food products. This underscores a key opportunity for brands to improve transparency in their sourcing and sustainability practices.
Sonya Gafsi Oblisk, Chief Merchandising and Marketing Officer at Whole Foods Market, noted, “We know Gen Z cares deeply about how their food is grown and produced, and we are committed to providing products that support these values through our industry-leading quality standards and exclusive programs.”
Additional Findings
- 75% of Gen Z view reducing food waste as critical, but only 50% prioritize sustainable packaging.
- 69% believe brands should advocate for responsible sourcing, and 66% prefer brands that give back to local communities.
- Over 60% of Gen Z feels more strongly about food sourcing and ingredient transparency than they did five years ago.
The findings highlight the need for brands to adapt to Gen Z’s values, as sustainability and quality become increasingly important in shaping purchasing decisions.
