During the pandemic consumers increasingly sought healthier food, particularly millennials. According to a McKinsey survey, this segment is especially interested in enriched and organic foods, relative to Gen Z, Gen X, and boomers.
![Millennials go organic](/~/media/mckinsey/featured%20insights/charting%20the%20path%20to%20the%20next%20normal/2022/jun/gifs/cod-icecream-v8-ex2-js-shrunk-timed.gif)
To read the article, see “How to stay cool as competition heats up in ice cream and yogurt,” May 13, 2022.