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US: Millennial parents to be a driving force for the organic industry

A new survey from the Organic Trade Association found millennials already are major buyers of organic products and will likely purchase even more when they become parents. A quarter of millennials currently are parents, but according to estimates, 80% of millennials will have children in the next 15 years.

The trade group said these young consumers will be more inclined to buy organic for their family because they are looking for healthy, nutritious food options. Moms and dads view buying organic as making them a better parent. Baby food ranked as the top category where respondents said buying organic was extremely important, surpassing fruits and vegetables for the first time.

“This year’s survey findings clearly show the positive relationship between organic and parenting. Exciting times lie ahead for the organic sector," Laura Batcha, CEO and executive director of the Organic Trade Association, said in a statement. " Over the next 10 years, we’ll see a surge of new organic eaters and consumers —  the millennial parents of tomorrow and their children.”

Source: fooddive.com

Publication date: 9/15/2017


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