When I recently read a study from the Organic Trade Association (OTA) stating that parents are choosing more organic food for their children because they are concerned about their children’s health, I was glad to see this growing trend among families – a trend that signifies a conscious decision making process around healthy food. I’m not here to debate the benefits of organic food versus conventional food – merely to make an observation that a greater shift toward organics, signifies an overall change in attitude as it relates to healthy food purchases.

The OTA report goes on to state that organic sales in the United States have jumped to $35.1 billion in 2013, a new record. The U.S. Families’ Organic Attitudes & Beliefs 2014 Tracking Study surveyed 1,200 households with children. Ninety percent of parents report that they choose organic food products for their children at least “sometimes,” with almost a quarter of those parents saying they always buy organic.

It is my contention, that the Millennial generation that is over 40 million strong with disposable income and growing families, are the driving force behind the rise of organic sales. We’ve seen this generation seek out a greater degree of transparency in the brands they support, make health and wellness a more important part of their lifestyles and support causes that make meaningful impacts in their communities and the world.

According to a study by Brand Amplitude, LLC, 30% of Millennials say they ‘regularly’ eat foods that are certified organic. This compares to just 15% for Boomers. Millennials are unwilling to sacrifice health or quality for the sake of convenience and this new standard will be an important reality that cannot be ignored in a changing marketplace.

It’s also millennial parents who are taking a more proactive approach with regards to their opinions on chemicals, preservatives, and excess calories. In the past 30 years, the rate of childhood obesity has more than doubled making children at risk for diabetes, heart disease and a myriad of other serious health issues so it’s great to see parents being proactive in getting their kids to eat healthy foods. As one parent noted in the OTA study, “My children influence my purchase of organic food, because I want them to be as healthy as they can be.”

Organic brands across the grocery store continue to grow, but so do brands who exercise transparency in their sourcing and manufacturing process, make products with less ingredients and preservatives, are locally grown, and support causes important to individuals.

There has been no better time to think about how your products play a role in a healthy eating and a healthy lifestyle. Just being lower calorie or fat free does not a healthy product make. How can you make products and tell stories that connect with consumers and help them build healthy families?

Need help new product innovation, branding or storytelling to reach the Millenial consumer – drop us at email at Heidi@fulltiltmarketing.net and let’s full tilt.

Written by Heidi McIntyre
Managing Partner