Food shoppers' preferred sustainable attributes by age U.S. 2021

Based on a survey conducted by Capgemini, in 2021 in the United States, 72 percent of grocery shoppers belonging to Generation Z stated that they would prefer the products they purchased to be of organic origin and that they have already done paid a higher price for such products in the past. On the other hand, only 26 percent of boomers preferred to buy and pay more for groceries that provide information about their environmental impact.

Sustainable, eco-friendly, and organic attributes preferred by grocery shoppers in the United States in 2021, by generation

Characteristic	Gen Z	Millennials	Gen X	Boomers
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Release date

July 2022

More information

Region

United States

Survey time period

October to November, 2021

Number of respondents

4,745 respondents

Age group

18 years and older

Special properties

Shoppers also paid a higher price the last time they were shopping for groceries.

Method of interview

Online survey

Supplementary notes

*E.g. not treated with synthetic pesticides/fertilizers, animals not given hormones or drugs.
**E.g. carbon footprint when product made/supplied.
***E.g. eco-friendly, biodegradable.

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