Honesty is the best policy

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Gen Z consumers are placing an overwhelming emphasis on both sustainability and quality in their grocery products, and many are willing to spend more to support brands that reflect these values, according to a recent YouGov survey, which was conducted on behalf of Whole Foods Market. The national online survey sampled 1,032 adults between the ages of 18 and 27 in the U.S. from Aug. 30 to Sept. 6, 2024.

The study found that 70% of Gen Z supports climate-smart agricultural practices. Additionally, 55% are willing to pay more for environmentally sustainable products, and more than half of Gen Z consumers prefer brands that prioritize lower environmental impacts or locally sourced foods.

Quality is also important for this younger generation: 80% of Gen Z agree food quality is important in purchasing decisions, and 70% are willing to spend more on high-quality food.

“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. This generation gives me great optimism as we continue to protect our food systems for future generations to come,” says Whole Foods Market CEO Jason Buechel.

The study reinforces a growing demand among younger generations for clear information about sustainability to make informed purchasing decisions. Additionally, the study highlights that nearly three-quarters of Gen Z express concern about the future of the climate, and 68% feel they would benefit from more information about the sustainability of various food products. This gap underscores a key opportunity for brands to improve communication and transparency around sustainability and quality.

Other findings

Three-quarters of Gen Z view reducing food waste as essential for sustainability, yet only half prioritize sustainable packaging.

Brand loyalty is increasingly tied to social responsibility, with 69% believing brands should advocate for a change in responsible sourcing, 66% preferring brands that give back to local communities and 71% wanting brands to support their employees.

The report also illustrates a strengthening of feelings and behaviors supporting food sourcing, the environment and product ingredients as compared to five years ago. Responses for each behavior ranged from nearly 50% to 60%, indicating they are more likely to engage in such behaviors than they were five years previously.

The study found 64% aim for healthy eating, and health concerns motivate dietary restrictions for 53%. This indicates that emphasizing the health benefits of sustainable choices could better resonate with Gen Z.