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Marketing Daily reports that Amazon-owned Whole Foods has done a survey concluding that “millennials are happy to pay more for groceries.”

In fact, the “survey results say 80% of millennials value quality when food shopping and nearly 70% say they are willing to spend more for that quality.”

In addition, “They’re also looking for greater transparency, with 65% saying food sourcing matters to them, especially for meat and seafood. And more than half are willing to pony up for products that have animal welfare standards and are responsibly sourced … The online survey finds that half say they buy more organic products than they did five years ago. Seventy percent read labels more closely, while 60% fret more about additives and growth hormones.”

The Marketing Daily story goes on to say that “Whole Foods’ report comes at a time when all eyes in the grocery world are trained on Amazon’s designs on the $840 billion grocery market. It acquired Whole Foods for $14.3 billion back in 2017 and seems poised to pounce in multiple directions. But increasingly, Whole Foods seems less like the crown jewel of Amazon’s grocery ambitions. Growth has slowed, and earlier this year, it put the kibosh on its 365 stores, a poorly received attempt to woo millennials with lower prices.”
KC's View:
This does strike me as a sort of self-congratulatory survey … as in, “we can charge higher prices because people are okay with it.” Wouldn’t it be pretty to think so.

It is interesting that this survey comes to light even as Bloomberg reports that Whole Foods “is changing medical benefit eligibility requirements next year that could leave as many as 1,900 part-time workers without coverage.

“Employees will have to work at least 30 hours a week to qualify for a healthcare plan beginning Jan. 1, up from the current eligibility requirement of 20 hours, the company said in an emailed statement. The change will affect just under 2% of the chain’s workforce, Whole Foods said.”

Millennials may appreciate stores that offer high quality, that are transparent, that are ethical in their sourcing, that care about additives and hormones and such. But these same consumers may care about stores treating their employees well … and they may not respond well to Whole Foods cutting back on employee benefits.

Just saying. You can’t celebrate one side of the equation and then ignore the other. be nice if you could, but you can’t.