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OTA survey: Millennials lead other age groups in organic purchasing, trust

BY David Salazar
WASHINGTON — A new survey from the Organic Trade Association is highlighting the shopping habits of parents, in particular millennial parents. The survey also found high rates of trust for the organic label among millennial parents.  
 
The group of 18- to 34-year-olds represents about 52% of the nation’s organic buyers, according to the survey. In contrast, Generation X parents born between 1965 and 1980 made up about 35% of organic buyers and Baby Boomers represented 14% of organic buyers. 
 
“The millennial consumer and head of household is changing the landscape of our food industry,” Organic Trade Association executive director and CEO Laura Batcha. “Our survey shows that millennial parents seek out organic because they are more aware of the benefits of organic, that they place a greater value on knowing how their food was grown and produced, and that they are deeply committed to supporting a food system that sustains and nurtures the environment.”
 
The survey also found that eight-in-10 households surveyed (82%) said they buy organic sometimes, which is among the highest rate reported in the annual survey, and 49% of all households said they buy more organic foods now than a year ago. Thirty-five percent said that choosing organic products is part of their efforts to live in a way that is environmentally friendly, and more millennials said that an eco-conscious approach informed their organic buying than any other age group. Some 40% of millennials see buying organic as an integral part of green living, compared to 32% of Gen Xers and 28% of Baby Boomers
 
Millennials also see themselves as knowledgeable about organic food, with 77% saying they’re well-informed or “know quite a bit,” and that knowledge comes with faith in the organic label, with 54% of millennials saying they have confidence in the integrity of the organic label. About 60% of millennial parents said they have a “strong connection” with the label. 
 
“The millennial shopper puts a high premium on the healthiness and quality of the food they choose for their families,” Batcha said. “This generation has grown up eating organic, and seeing that organic label. It's not surprising that they have a greater knowledge of what it means to be organic, and consequently a greater trust of the organic label.”
 
According to the OTA’s 2016 industry survey, organic sales in 2015 saw new records, growing 11% from 2014  to $43.3 billion, with organic food sales making up $39.7 billion of that total, also an 11% increase. The non-food organic sales of $3.6 billion were up 13%. In 2015, almost 5% of all food sold in the United States was organic. The gravitation of consumers toward organic food is one part of what Kantar Retail calls the "FLONH effect," and the company predicts that in the next 10 years, 25% to 50% of CPG and retailer innovation will be focused on fresh, local, organic, natural or healthy products. 
 
The household survey was compiled from an online panel of more than 1,800 households with at least on child under 18 years old, and the target audience was supplemented with members of KIWI Magazine’s  Parents’ Advisory Board. 
 

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KeVita intros 3 new kombucha flavors, kicks off #InnerSelfie campaign

BY David Salazar
OXNARD, Calif. — Fermented probiotic and kombucha maker KeVita is introducing three new Master Brew Kombucha flavors to its lineup. The new flavors are Dragonfruit Lemongrass, Mango Habanero and Citrus. 
 
"By pairing enticing flavors with the benefits of organic acids and probiotics, we've grown our Master Brew Kombucha line tremendously from year to year," KeVita founder and CEO Bill Moses said. "These drinks are the total package, and we aim to continually exceed the expectations of our fans with innovative, new brews that taste great."
 
The announcement of the new flavors coincides with KeVita’s national campaign that asks fans to share how they feel on the inside by posting their #InnerSelfie — uploading a selfie to the Inner Selfie site and completing the sentence “I am (blank) inside.” For each photo shared using the hashtag and tagged @KeVitaDrinks, the company will donate $1 to the Gastric Cancer Foundation up to $25,000. 
 
"We believe it's what's inside that counts, and we hope this campaign inspires our fans to share their passions and learn more about what's inside KeVita drinks that can help them revitalize throughout the day," KeVita chief strategy officer Bryan Crowley said. "By partnering with the Gastric Cancer Foundation, we've given our fans an incentive and platform to share their #InnerSelfie – and all for a great cause."
 

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Sabra intros Guacamole Grab n’ Go

BY David Salazar
WHITE PLAINS, N.Y. — Sabra Dipping Company announced Friday the launch of its newest innovation in its guacamole line, Guacamole Grab N’ Go. The product packages Sabra guacamole with Tostitos ROLLS! in a 220-calorie on-the-go snack. 
 
“We were inspired by Sabra guacamole lovers to expand our line, giving fans an easy way to enjoy guacamole on the go,” Sabra managing director of new business Tracy Luckow said. “Guacamole lovers have really embraced Sabra's line of products made with the best ingredients, finding it to be an amazing alternative to homemade guacamole. Growth in the category and consumer interest in on-the-go options has driven this innovation. We are thrilled to share Sabra's latest innovation making it even more convenient for avocado lovers to enjoy a delicious daily dose of guacamole.”
 
The product will launch in September and be available in the deli sections of grocery stores and supermarkets nationwide, the company said. 
 

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