Dave’s Killer Bread released survey results showing Generation Z prioritizes organic food more than any other U.S. consumer group. The findings, released for National Organic Month in September, indicate younger shoppers are increasing demand for products without artificial ingredients.
A survey of 2,000 Americans found 77% of respondents recognize health benefits tied to organic food. Among those who described themselves as “very aware,” Gen Z led at 44%, with Millennials at 35%, Gen X at 25%, and Baby Boomers at 15%.
Nearly 70% of Gen Z respondents said buying organic-labeled food matters to them—more than any other generation. The percentage rises among Gen Z parents, who reported paying closer attention to ingredients after having children. Over half identified with what the survey called the “crunchy parent” label.
Most respondents now spend more time examining ingredient lists and nutritional labels than they did five years ago. The increase was highest among Millennials (60%) and Gen Z (57%).
A brand built on organic—and second chances
“Younger consumers, especially parents, care deeply about organic food,” said Dan Letchinger, senior vice president for Dave’s Killer Bread. The company produces only USDA Organic and Non-GMO Project Verified products, avoiding artificial preservatives and high-fructose corn syrup.
The survey included 500 respondents from each of the four major generations, conducted online between July 28 and August 3. Letchinger will present the findings at the Organic Trade Association’s Organic Week in Washington, D.C., September 14-16. He will join a panel on scaling organic agriculture through innovation, consumer engagement, workforce development and leadership succession.
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Founded in 2005 at the Portland Farmers Market, the brand was acquired by Flowers Foods in 2015 for $275 million. It remains the top-selling organic bread in the U.S., according to Circana data ending August 8, and offers 37 varieties of whole-grain bakery and snack products. Its limited-edition Pumpkin Spice Madness Bagels are available at participating retailers nationwide through November while supplies last.
The company also runs a Second Chance Employment program, hiring people with criminal backgrounds. One in three employees at its Oregon bakery has a criminal record, reflecting its commitment to rehabilitation and community impact.
The generational shift in organic purchasing isn’t new. Compared with five years ago, 54% of respondents said they spend more time examining ingredients and nutritional information, a figure that rose to 60% among Millennials and 57% among Gen Z. Younger consumers now expect brands to align with their values.
For Dave’s Killer Bread, the results confirm its long-standing focus on organic ingredients. The brand pioneered the organic seeded bread category and continues to lead the market as competition grows.
Letchinger’s panel at Organic Week will address industry challenges, including scaling organic agriculture while maintaining the principles that define organic food.
