Whole Foods for a Younger Generation

Millennials seem to like organic produce, artisanal goods and environmental awareness, but after enduring a financial crisis upon their entrance to the job market, they can also be financially wary, especially toward the popular grocer Whole Foods.

The company recently announced they will be expanding the grocer’s brand with new stores directed toward young shoppers seeking healthy and natural produce. These new stores will be smaller than your standard Whole Foods, selling more items in a streamlined, convenience-store setting that focuses on fresh food.

While millennials love artisan foods and trendy store spaces, they simply don’t have the budget to pay for it, and since they are getting married and having kids later, these shoppers are buying groceries for one. Whole Foods aims to capture this hungry market previously out of budget to shop at the market chain, criticized for its rather high prices.

The company follows the trend of other retail leaders like Target to expand through convenience-style stores focusing on natural produce. Whole Foods is currently negotiating leases for the future stores set to open next year, with more information coming by Labor Day.