Parenthood Drives Millennial Demand for Organic Proteins
West Coast Millennials motivated by perception of health and cost, report label confusion and lack of accessibility
Following Foster Farms' participation in the White House Forum on Antibiotic Stewardship and the company's introduction of two new lines of poultry raised without antibiotics, the West Coast poultry leader today released survey findings measuring Millennial's attitudes towards food issues, grocery purchasing behavior and preferences. The 2015 data reveals that Millennial parents are driving the tidal shift in consumer demand for responsibly raised products and are largely influenced by traditional family values and peer/community feedback when making household food decisions. While availability and pricing are cited as potential challenges, nearly one-third of respondents consider "organic" or "no antibiotics" to be the most important factor in choosing fresh chicken.
Conducted in 2015, the survey of 1,872 West Coast Millennial parents found that once Millennials have children, traditional family values and peer/community influence are the primary factors influencing everything from grocery purchases to cooking and consumption habits – with 74 percent reporting their criteria has changed a lot due to these factors. Millennials report their purchasing standards for fresh chicken differ significantly from their parents or previous generations. Yet, while demand for these products is at an all-time high,1 West Coast consumers report confusion on labeling terms and perceive these products to be niche in category.
Highlights from the independent survey conducted by MetrixLab include: