Millennials and organic: A winning combination
Parents in the 18- to 34-year-old age range are now the biggest group of organic buyers in America, finds a new survey on the organic buying habits of American households by the Organic Trade Association (OTA).
Among U.S. parents, more than five in 10 (52 percent) organic buyers are Millennials. And this influential and progressive generation is stocking their shopping carts with organic on a regular basis.
OTA has partnered with KIWI Magazine to conduct surveys of the organic buying patterns of households since 2009. This year's survey marks the first time that generational buying habits have been studied.
The survey looked at Millennials (born between 1981-1997, currently age 18-34 years), Generation-X (born between 1965-1980, currently 35-50 years old), and Baby Boomers (born between 1946-1964 and currently 51-69 years old).
Compared to Millennials who account for 52 percent of organic buyers, Generation X parents made up 35 percent of parents choosing organic, and Baby Boomers just 14 percent.
OTA's U.S. Families' Organic Attitudes and Beliefs 2016 Tracking Study, a survey of more than 1,800 households throughout the country with at least one child under 18, found that more than eight in ten (82 percent) U.S. families say they buy organic sometimes, one of the highest levels in the survey's seven-year lifetime.
The number of families never buying organic has steadily decreased, going from almost 30 percent in 2009 to just 18 percent today. ■