They’re supposed to have less money and less time than their older ‘empty nester’ counterparts, but recent findings from an IGD tracker study suggest that under 35s that have grown up with the Jamie Oliver inspired food revolution are much more likely to invest time and money in food than their older counterparts.
The study showed that:
30% of under 35s are prepared to spend more on quality goods compared to 16% of older 35s
51% of under 35s are regularly cooking meals from scratch compared with 30% of the older generation
26% of younger buyers expect to buy organic next year compared to 13% of their older counterparts
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