Research Outline

US Millennials: Fruit Shoppers


To provide an in-depth analysis of the United States millennials buying fruits that includes their shopping behavior, brand attributes, key drivers, digital behavior, etc.

Early Findings

US millennials- fruits buying behavior

  • According to the USDA’s Economic Research Service (ERS) study, millennials in the U.S. prefer to eat more fruits and vegetables over meats and grains.
  • Millennials have the lowest average total hours worked per week; however, they spend the least amount of time eating, drinking, and preparing food compared to other generations.
  • Wealthier millennials prefer to spend a bigger share of their food expenditures on fruits and vegetables than lower-income millennials.
  • Trends suggest that wealthier millennials may continue to spend more share of their income on buying fruits and vegetables, as this group becomes wealthier on average in the future.

US millennials buying preferences

  • According to the online content engagement study, millennials are 25% more likely to engage with online video over any other ad medium.
  • Around 70% of millennials report that they will spend more money on brands that support causes that are important to them.
  • Millennials are enthusiastic to shell out more money for buying fresh but ready-to-eat foods that make being on the go easier.
  • Recent studies have shown that about 40% of millennials are keen on purchasing organic and also want high-quality, healthy foods at a fair price.