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 new Whole Foods market survey.

The findings are part of a new research that examines Gen Z food, health and grocery shopping preferences, which was conducted independently by YouGov on behalf of the retailer. It shows that 70% of Gen Z supports climate-smart agricultural practices. Additionally, 55% are willing to pay more for environmentally sustainable products, and over 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 said they prioritize food quality in purchasing decisions, and 70% are willing to spend more on high-quality food.

The study reinforces a growing demand among younger generations for clear information about sustainability to make informed purchasing decisions. Specifically, as climate change increasingly impacts consumer behavior, Gen Z is hungry for greater transparency regarding food sustainability and quality, according to the study.

Almost three-quarters of Gen Z express concern about the future of the climate, while 68% feel they would benefit from more information from retailers about the sustainability of various food products.

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

Methodology: This survey was conducted online in the U.S. by YouGov for Whole Foods Market from August 30 to September 6, 2024, among 1,032 U.S. adults aged 18 to 27.

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