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Katya Witham, Mintel’s Global Food & Drink Analyst, unveils the latest European consumer trends within the organic food and drink market. Mintel research shows that Millennials and Gen Zs are more likely to favour these products and are willing to pay more for them. With environmental and ethical credentials fast becomming an integrated part of Millenials’ expectations. Katya takes a closer look at the opportunities for organic brands to target yournger consumers with more exciting, premium products that showcase their positive credentials on both health and ethical issues.

Download this presentation to discover:

  • The consumer expectations of organic brands beyond health and nutrition
  • The importance of backing up your marketing promises
  • The opportunities to attract the younger generation

Meet our analyst

Katya Witham, Global Food & Drink Analyst

Katya is a Global Food & Drink Analyst with over 10 years of expertise in market research and grocery industry, including hands-on experience from her previous role in the strategic development of private label at METRO Group in Germany. Since joining Mintel in 2014, Katya has worked with leading multinational food and drink companies and brand owners to provide strategic market recommendations.