After losing 20 percent of their value in the last year, Whole Foods is hoping to tap into the buying power of the “thrifty” Millennial generation by opening a less expensive chain of stores in 2016.
Unfortunately, the famously overpriced health food store brand that is referred to nationwide as “Whole Paycheck” may be facing an uphill climb. Here’s why:
Millennials Shop Differently
In my last post 5 Ways Millennials Shop (and How It Affects Health and Nutrition Marketing) I explained that Millennials are less brand and channel loyal than other generations of shoppers. This is true whether they are buying household goods or organic produce. They want convenience and quality at a fair price, and they don’t care where they find it. Continue reading