The top five grocery items most frequently purchased by millennials in the United Kingdom are all vegan foods, according to a new survey by Swedish vegan milk brand, Oatly. Survey participants between the ages of 26 and 35 indicated that hummus, avocado, kale, vegan milk, and falafel were at the top of their shopping lists. Oatly found that 34 percent of millennials purchase organic, sustainable, and/or vegan food regardless of price. While older generations were more likely to accurately guess the prices of dairy products, millennials were incorrect at identifying prices of items such as butter and milk—which suggests that the demographic may not be familiar with these items. In 2017, non-dairy products became so popular that market analysts added almond milk for the first time to UK’s “shopping basket”—a snapshot of the nation’s consumer trends.
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