Research by USDA/Economic Research Service (ERS) economists Annemarie Kuhns and Michelle Saksena reveals the contradictions and challenges posed to the food system and policymakers by the millennial generation. In contrast to older consumers, Kuhns and Saksena found that millennials demand healthier, fresher foods while also placing a higher priority on convenience, and thus they consume more prepared foods and meals sourced away from grocery stores. They are more likely to buy organic but also tend to purchase food at a gas station. Although millennials consume less animal protein, they have a higher share of sugar, candy and red meat consumption as their income rises. Stepping into this challenge is a second ERS study on food labeling ov...

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