Millennials increasingly buy organic bread
Millennials increased their purchases of organic bakery items by 39% in 2015 versus an increase of 8% for all bakery items, said Sally Lyons Wyatt, executive vice-president and practice leader for Information Resources, Inc., a Chicago-based market research firm.
Among all organic bakery purchases for all age groups, millennials accounted for 25%, with the majority of those purchases revolving around fresh bread.
“This growth was driven by millennials’ affinity toward organic products, expanded availability, as well as new items,” Ms. Lyons Wyatt said. “It is important to note, however, that organics only represent 1% of overall bakery sales today. With this type of growth and the size of the millennial population, organics will continue to steal share away from other types of products.”
In 2015, 25% of millennials consumed foods and beverages that were certified organic, which compared to 17% of young baby boomers (ages 45-54) and 19% of older baby boomers (ages 55-64), she said.
“Millennials are more likely to eat organic because they include them as part of their wellness plans as they deliver on their desire for simple ingredients, clean labels and less processed foods,” Ms. Lyons Wyatt said. “This transparency trend is fueling certified organic food growth because consumers want to know and trust what they buy and consume.”
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