Minneapolis-based Piper Jaffray & Co. recently released its 26th semi-annual “Taking Stock with Teens” consumer research project. The study found that 39% of teens reported they ate organic food compared with 33% two years ago.
“This trend is likely to support ongoing demand for natural and organic grocery, as teens age into young adults and establish independent households,” according to the report.
According to Piper Jaffray research, 35% of teens said they were eating more organic food than a year ago. The survey did not break down purchases by type of food.The survey may support conclusions of earlier research that point to greater interest in natural and organic food by younger consumers compared to the Baby Boomer generation.In 2012, a study by global investment bank Jefferies and AlixPartners, a business advisory firm, said 58% of Millennials surveyed said they were willing to pay more for natural/organic products. That compares with only 43% of Baby Boomers who said they were willing to pay more for natural organic products, according to the study.