70�SEPTEMBER / OCTOBER 2025�ABASTO.COM By Hernando Ramírez-Santos M illennials and Gene- ration Z are leading a transformation in the organic food market in the United States, where health and transparency outweigh price or conve- nience. According to a re- cent report by the Organic Trade Association (OTA), these generations are not only the most committed to organic products, but also the most informed and demanding. Te U.S. organic food market is now worth more than $70 billion annually. And everything points to the purchasing habits of younger consumers being behind this steady growth. HEALTH-CONSCIOUS AND LABEL-CONSCIOUS, MILLENNIALS AND GENERATION Z ARE REDEFINING THE ORGANIC FOOD MARKET. Te survey, titled Consu- mer Perceptions of USDA Organic and Other Labels, was conducted in October 2024 in conjunction with Euromonitor International and gathered responses from more than 2,500 con- sumers across the country. Te questions explored the frequency of organic pro- duct purchases, label inter- pretation, and willingness to pay more. Te results were clear: younger consumers, espe- cially those under 30, are willing to pay a premium for organic food, regardless of their income level. Nearly 90% of Gen Z res- pondents said they were regular or recent buyers of organic products. For them, avoiding toxic pesticides, antibiotics, synthetic hor- mones, and GMOs is worth the expense. “Young people are dri- ving the growth of orga- nic,” says Matthew Dillon. “Tey care about their heal- th, read labels, and choose consciously. But many still don’t know that the organic label already includes the standards they value most.” USDA ORGANIC IS THE MOST TRUSTED SEAL FOR ALL AGES Today, supermarket aisles are saturated with labels such as “GMO-free,” “fair trade,” “regenerative,” and “natural.” But none enjoys the level of trust and recog- nition that the USDA Orga- nic seal does. According to the survey, 90% of consumers recog- nize this certifcation and consider it the most relia- ble in terms of health and transparency. DRIVE THE ORGANIC FOOD MARKET YOUN GER GENE RATIO NS Continues on page 72... CATEGORIES MOST FREQUENTLY PURCHASED AS ORGANIC 93% BABY FOOD +50% FRUITS AND VEGETABLES 27% BREAD DAIRY AND EGGS: ALSO AMONG THE MOST FREQUENT FOOD INDUSTRY HEALTH MATTERS MORE THAN PRICE