Industry articles claiming millennials love organics abound, but oftentimes without the hard data to back it up. Never fear! Here are a collection of four data-heavy charts to show you just how much the largest living generation (with the greatest spending power) loves buying organic and supporting the environment.
First, let's break it down into the basics: Who buys organics? How many are millennials, and how does this compare to other generations? Take a look below:
But wait, there's more! Millennial parents have even stronger feelings about buying organic for their families, as you can tell from the following chart.
The obvious follow-up question at this point is why do millennials prefer to purchase organics? Well, as you can see in the next chart, the top four purchase motivators for millennials are feelings of trust in the brand, the perceived health benefits of the product, whether it includes natural or organic ingredients, and whether the product or company leaves a minimal environmental impact.
As you can see, millennials care as much about organic products for health reasons as for environmental concerns. The below graph shows how many consumers, regardless of generation, are willing to spend more on environmentally sustainable products; and you can see the breakdown by generation here as well.
Now that you're equipped with some hard data about millennials and the organic industry, you can go forth well-informed.