BRIEF
How millennial foodies are driving organic adoption across the supply chain
Dive Brief:
- The impact of millennial foodies — which half of them say they are — is being felt further down the supply chain as the demographic pushes for more nutritious and organic foods, Forbes reported.
- While price remains an important factor in food purchases, this group of consumers is more concerned with organic, fair trade, vegan, gluten-free and overall nutritious foods that are not high in fat, sugar and salt.
- The Organic Trade Association recently found that parents in the 18-to-34-year-old range are currently the largest group of organic-buying consumers.
Dive Insight:
More millennials are becoming heads of households, significantly changing the consumer-facing food industry and the entire supply chain that leads up to it. Manufacturers are having to consider natural and healthy alternatives to ingredients they may have used for decades to appeal to this group.
Farmers must decide whether to pursue organic or non-GMO farming to balance out the supply for these ingredients, which demand currently exceeds. They must also consider their pesticide and herbicide use, animal welfare practices and other elements of sustainability. Manufacturers may want to share this information with consumers in efforts to establish increased transparency and whole chain traceability.
The main idea is to view food in new ways: As social currency rather than just sustenance, and as a movement to improve human and environmental health rather than just meet the day's calorie count. Millennials are a key driver of this shift. If manufacturers want to get ahead of trends, keeping an eye on this group and their purchase behaviors could be predictive of the next craze to sweep the industry
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