A new study by US researchers shows that millennials could be the perfect target audience for ethical snacking products.
The study, part of the Culinary Visions Panel’s Mindful Dining Initiative Project, polled 1500 American consumers about their feelings on ethically sourced foods, and how those feelings translated into the choices they make when they purchase grab-and-go items.
The study showed that consumers under the age of 35 cared the most about ethical food and drink practices, 76% of millennials said that responsible sourcing made retailers and restaurants ‘trendy’ destinations.
Commenting on the findings, Sharon Olson, executive director of Culinary Visions Panel, said: “Whether it’s rewarding a company’s fair trade labour practices or their zero-waste policies, we found that millennials are the most serious about ethically-sourced grab-and-go foods.”
One further finding highlights the scale of the opportunity for virtuous snacking. About 64% of millennials reported that still there isn’t enough choice and availability of ethical snacks. That, and the fact that 67% under 35s say they would pay more for ethically produced grab-and-go products, is surely food for thought for natural and organic snack marketers.