U.S. Millennials: important factors food shopping, 2014

This statistic presents the results of a survey among U.S. Millennial consumers. The survey was fielded online by Harris Interactive in March 2014, asking the respondents to rate the importance of determining factors when buying foods and beverages. Some 72 percent of U.S. Millennials indicated that they consider the attribute 'whole grain' as a very or somewhat important driver for food and beverage purchase decisions.

U.S. Millennials' importance of factors when purchasing foods and beverages in 2014, by type*

Characteristic	Share of respondents
Fresh	83%
Fiber	72%
Whole grain	72%
Calories	68%
Natural	68%
Portion size	67%
Dairy	65%
Sodium or salt	63%
Fat content	62%
Sugar	62%
Saturated fat	61%
Carbohydrates	60%
Artificial sugar	58%
High fructose corn syrup	57%
Organic	55%
Packaged food	53%
Preservatives	51%
Genetically modified food	48%
Frozen	47%
Lactose	37%
Glycemic index	36%
Gluten	33%
Vegan	27%

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Release date

June 2014

More information

Region

United States

Survey time period

March 12 to March 17, 2014

Number of respondents

2,234 (total survey respondents)

Age group

18-36 years

Method of interview

Online survey

Supplementary notes

* Factors rated as very or somewhat important. The original question was posed as follows:“When thinking about all of your food and beverage purchases, how important are each of the following to you?”
Multiple responses allowed.

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