Younger adults the main drivers in fresh food consumption – from The Produce News

images

It turns out that Americans are eating their fruits and vegetables, and younger adults, including the Millennial generation, are the main drivers of the shift toward fresh foods and beverages, according to The NPD Group, a leading global information company. The percent of all in-home eating occasions that include fresh foods, like fruit and vegetables, is almost back to levels seen 30 years ago.

Over the past decade, adults, ages 18 to 34, have increased their consumption of fresh food the most out of all age groups. The element of surprise with this consumption trend is that Millennials are in a life stage when people typically consume lower quantities of fresh items in favor of more time-saving and convenient options.

Millennials’ increased interest in fresh may be explained in part by their reactions to the Great Recession when it was in full grip, Darren Seifer, NPD’s food and beverage industry analyst, said in a press release. Younger adults were hit hardest by unemployment, and although this age group is considered the heaviest restaurant users, they pulled back the most from going out to restaurants. It seems these adults still wanted many of the properties that restaurants provided — among them, freshness with speed.

“As Millennials returned to their homes to source more of their meals, they spent a little more time in the kitchen to make dishes like eggs/omelets, pancakes, vegetables/legumes and rice,” Seifer said in the release. “This doesn’t mean they are becoming chefs or that they even enjoy spending time in the kitchen. In fact, Millennials account for more than their fair share of rice cooker sales, meaning they want fresh rice with their meals without having to hover over a saucepan for 30 minutes.”

The notion of convenience for the younger generations seems to be focused on freshness, while at the same time, getting out of the kitchen quickly, he said. In contrast, previous generations considered frozen options to be convenient.

Link to article

 

This entry was posted in Uncategorized. Bookmark the permalink.

3 Responses to Younger adults the main drivers in fresh food consumption – from The Produce News

  1. This all sounds great, but we all, yes even the baby boomers, should be eating more fruits and vegetables, grown by California Farmers. It would help us avoid major chronic diseases. Yes, good nutrition is the best medicine!

    • Yolanda says:

      Eating more fruits and vegetables grown by California Farmers would be great if they were offered to us at the supermarkets and the farmers markets but I have been told by the supermarket managers that most of California fruits and vegetables are bought by the Orient. California grown is highly desirable by Asian countries. They pay high dollar for it. As for the farmers market vendors, most of them go and buy their fruits and vegetables at the Los Angeles or San Francisco docks where they buy our fruits and vegetables from South America. So even if Californians wanted to eat California grown we don’t even get a choice in the matter.

      • Office of Public Affairs says:

        Yolanda, thank you for your comment. Many of the fruits and vegetables available in the retail marketplace are, in fact, from California and are usually marked as such. By law, vendors at California’s Certified Farmers Markets must grow what they sell.

Leave a Reply

Your email address will not be published. Required fields are marked *