Study shows millennials are big organic consumers

It turns out that millennials, perhaps the most important generation in terms of retail sales, are big consumers of organic food and other products, according to new study results announced today by the Organic Trade Association. About 52 percent of household heads that buy organic food are millennials in the prized 18- to-34-year-old age group, the study concluded.  “That's huge and it means we've got a good future ahead of us,” Organic Trade Association CEO Laura Batcha said today at the group's All Things Organic Conference in Baltimore. Behind millennials, 35 percent of household heads that buy organic are in the Generation X category of 35 to 50 years old and 14 percent are baby boomers, 51 to 69 years old. “The millennial consumer and head of household is changing the landscape of our food industry,” said Batcha. “Our survey shows that millennial parents seek out organic because they are more aware of the benefits of organic, that they place a greater value on knowing how their food was grown and produced and that they are deeply committed to supporting a food system that sustains and nurtures the environment.”