The prevailing demographic of organic consumers skews in two directions. While it’s well known that upscale consumers favor organic products, Gen Z (ages 18-24) and Millennial (ages 25-39) consumers also go organic, according to Packaged Facts.
“Millennials and younger members of Generation X tend to be the biggest users of organic foods, and much more likely than average to agree that they especially look for organic or natural foods when they shop,” says David Sprinkle, research director of Packaged Facts.
Reports also show young people are more likely to have young children in the home, making them a key demographic for organic eating. In general, usage of organic drops off at the 55 and over age brackets.
Adults under age 40 are especially prone to value healthy, premium, and fresh foods, including organic produce and meat. Younger consumers including Gen Z, Millennials, and younger members of Generation X are the most likely to say they tend to buy organic produce to varying degrees. As Gen Z obtains higher incomes—often after graduating from college—they are expected to partake of more organic produce and become more significant buyers.
Like consumers of organic products, those consuming organic meat tend to be younger, have children in the household, and earn higher household incomes. Peripheral organic meat buyers are more price sensitive and tend to buy organic meat when it is on sale.
Despite having relatively lower incomes, Gen Z and Millennial adults purchase organic meats more frequently, becoming more likely to perceive these as premium products. Labels such as naturally raised, grass fed/pasture raised, antibiotic/steroid/hormone free, and no preservatives are considered better tasting and healthier than conventional meats.
Gen Zers and Millennials are also disproportionately represented among purchasers of organic packaged foods, partially because they tend to prioritize better-for-you snacks. Millennials are the most likely purchasers of organic packaged foods.