Eighty-six percent of surveyed millennials said they would willingly spend at least 10% more for those items, Alvarez & Marsal noted, citing a poll by the University of Pennsylvania’s Wharton School and First Insight.
As Gen Z and millennial shoppers become more influential and push for greater sustainability efforts, grocers have several profitable and effective avenues to pursue to meet those consumers’ needs, a new report by management consulting firm Alvarez & Marsal has found.
Even as high inflation weighs on consumers’ spending power and prompts trade-downs within certain categories, sustainability still matters to them, Jeremy Levine, director of Alvarez & Marsal’s consumer and retail group, said in an interview.
at Grocery Dive.
