
Gen Z consumers are placing a strong emphasis on sustainability and quality when choosing grocery products, with many willing to pay more to support brands that align with these values, according to a recent YouGov survey.
These insights are part of a new study released today, exploring Gen Z’s food, health, and grocery shopping preferences. Conducted by YouGov on behalf of Whole Foods Market, the national online survey sampled 1,023 adults between the ages of 18 to 27 in the U.S.
Key findings show that 70% of Gen Z supports climate-smart agricultural practices, and 55% are willing to pay more for environmentally sustainable products. More than half of these young consumers prefer brands prioritizing lower environmental impacts or locally sourced food.
Quality is another critical factor for this generation. The survey reveals that 80% of Gen Z prioritizes food quality in their purchasing decisions, with 70% willing to spend more on high-quality food.
“Prioritizing a positive climate impact while maintaining our rigorous quality standards is part of who we are at Whole Foods Market,” said Jason Buechel, CEO of Whole Foods Market. “As Gen Z drives demand for eco-conscious products, we’ve amplified our efforts toward climate-smart agriculture and responsible sourcing practices. This generation gives me hope for the future of our food systems.”
The study underscores a growing desire among younger consumers for transparency regarding sustainability. Nearly three-quarters of Gen Z express concern about the future of the climate, and 68% feel they would benefit from more information from retailers about the sustainability of food products. This signals an opportunity for brands to improve communication around sustainability and product quality.
“We know Gen Z cares deeply about how their food is grown and produced, and we are committed to offering products that align with these values,” said Sonya Gafsi Oblisk, Chief Merchandising and Marketing Officer at Whole Foods Market. “Through our programs like Sourced for Good, which support workers, communities, and the environment, we inspire confidence in our customers.”
Other notable findings include:
- Three-quarters of Gen Z view reducing food waste as essential for sustainability, though only half prioritize sustainable packaging.
- Brand loyalty is increasingly linked to social responsibility, with 69% believing brands should advocate for responsible sourcing and 71% wanting brands to support their employees.
- Over 60% report stronger concerns about food sourcing and ingredient transparency compared to five years ago.
- 60% aim for healthy eating, with health concerns driving dietary restrictions for 53%. This suggests that framing sustainable choices around health benefits may better resonate with Gen Z.
For more insights from the study, contact [email protected].
About Whole Foods Market
Founded in 1980, Austin-based Whole Foods Market is the world’s leading natural and organic foods retailer, and the first certified organic national grocer in the U.S. Part of Amazon’s Worldwide Grocery Stores, Whole Foods Market operates over 530 stores across the U.S., Canada, and the U.K. Learn more at Whole Foods Market.
About YouGov
YouGov is a global provider of analysis and data through research across 42 markets. Known for its accuracy, YouGov uses advanced analytics to deliver deep insights from an online panel of over 7 million members.