AUSTIN, TX - As the oldest Gen Z members approach the ripe age of 27, the generation’s shopping power is beginning to increase, signaling an opportunity for retailers to tap into rising consumer trends. In its latest consumer survey by YouGov, Whole Foods Market revealed that Gen Z consumers are placing an overwhelming emphasis on both sustainability and quality in their grocery products, with many willing to spend more to support brands that reflect these values.

“Prioritizing a positive climate impact while continuing to meet our rigorous Quality Standards is part of our identity at Whole Foods Market. It’s not just what we do, it’s who we are as a company,” said Jason Buechel, Whole Foods Market Chief Executive Officer. “As Gen Z generates a higher demand for environmentally conscious products, we have continued to increase our efforts toward climate-smart agriculture and responsible sourcing practices. This generation gives me great optimism as we continue to protect our food systems for future generations to come.”

The national online survey sampled 1,032 adults between the ages of 18 to 27 in the U.S., according to a press release. Findings revealed that approximately 70 percent of Gen Z shoppers support climate-smart agricultural practices, and 55 percent are willing to pay more for environmentally sustainable products.

In addition, over 50 percent of Gen Z consumers prefer brands that prioritize lower environmental impacts or locally sourced foods.

“We know Gen Z cares deeply about how their food is grown and produced, and we are committed to providing products that support these values,” said Sonya Gafsi Oblisk, Whole Foods Market Chief Merchandising and Marketing Officer. “We are proud to be a trusted grocer and inspire consumer confidence in the products they buy through our industry-leading quality standards and exclusive programs like Sourced for Good that support workers, communities, and the environment where our products are sourced.”

Quality is another determining factor in Gen Z shopping preferences, with 80 percent of the generation agreeing that food quality is important in purchasing decisions and 70 percent willing to spend more on food that is high-quality. As the release went on to note, the study reinforces a growing demand among younger generations for clear information about sustainability to make informed purchasing decisions.

More details from the survey can be found here. Keep reading ANUK as we bring you more retail news.