Young consumers are associating “clean” labels and “free from” claims to health. A study found that 60% of 18-38-year-olds “worry quite a bit about harmful ingredients,” when they are purchasing food, compared to 55% of Gen X and 46% of Boomers. Overall, consumers look at foods with “free-from” labels to be healthier and less processed, and interest is highest in products that are GMO-free. Millennial moms in particular worry about additives, etc.: 50% of 18-38-year-old mothers avoid unnecessary ingredients, compared to 30% of 18-38-year-old dads. Retailers are encouraged to follow health enthusiasts on social media because, “They are the talking about the products they really want.” (Supermarket News)
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