A natural partnership

why Gen Z’s love of organic will drive sector growth

In the UK alone, the organic food and drinks market achieved 1.6% growth last year, rising to a value of £3.1 bn (according to The Grocer), whilst the global market share is forecasted to reach $497.3bn USD by 2030. With no signs of slowing, our research indicates that young consumers will be the driving force behind this steady demand.

Hikaru Doi Executive 13/04/2023

Why are Gen Z drawn to organic products?

Does the word ‘organic’ conjure images of millennial hipsters and #almondmom?

Perhaps to some surprise, Gen Z are partial to organic products too. According to Savanta’s Gen Z insight tracker (State of the Youth Nation), nearly a quarter (22%) of 16-24s say that they prefer to buy organic products whenever possible.

This is despite the current cost-of-living crisis being a top socio-political concern amongst this generation.

This consideration of organic products goes up to about a third (32%) for those living in London compared to one fifth (20%) of those living everywhere else.

Consideration for organic products is particularly interesting as this could speak to a plethora of different intentions. Some may be drawn to the lack of pesticides from a healthy eating standpoint, or it could be for environmental reasons. Either way, with Gen Z being a highly health conscious and an eco conscious generation, organic products have strong appeal to this young audience.

What brands are already in this space?

Organic coffee has been an offering at the popular coffee chain, Pret A Manger for a very long time.

The brand has attracted Gen Z consumers, by aligning with their values through the company’s ethical treatment of staff and expanding their affordable organic range.

Examples of this include:

Announcing their third pay rise for UK staff within 12 months
Expanding their value and vegan range

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Due to their success in committing to make positive changes, 30% of Gen Z have also deemed Pret A Manger a ‘brand for me’, and over half (54%) have said that they think it is a ‘modern brand’ (BrandVue).

Final thought…

Although Gen Z may be struggling with the current cost-of-living crisis like the rest of us, they still express unwavering preference for ethical consumption. Aligning with Gen Z values through offerings like organic products could be the way to win their hearts in 2023.

How can you align your purpose to Gen Z’s values?