DKB survey indicates Gen Z is more aware of organic health benefits than previous generations
MILWAUKIE, Ore., Aug. 27, 2026 /PRNewswire/ — Dave’s Killer Bread® (DKB), the nation’s No. 1 organic bread brand*, reveals findings from new research about consumer preferences and purchasing behavior when it comes to organic products — just in time for National Organic Month, the nationwide awareness campaign celebrating the benefits of organic farming, food and lifestyle choices, held every September. More than three quarters of survey respondents (77%) said they’re aware of the health benefits of organic food, with 44% of Gen Z “very aware” compared to 35% of millennials, 25% of Gen X and just 15% of baby boomers. Furthermore, 70% of Gen Z parents agree that having children made them even more conscious of the ingredients in food they purchase for their families. In fact, over half of Gen Z parents identify with the “crunchy parent” persona, according to the research.
“It’s gratifying to know that younger consumers, particularly those who are parents, really care about organic food,” said Dan Letchinger, senior vice president for Dave’s Killer Bread. “As the OG of organic bread, DKB is committed to providing nutritious USDA Organic bread made with no artificial ingredients, no artificial preservatives and no high fructose corn syrup.”
Compared to five years ago, 54% of survey respondents are spending more time specifically examining the ingredients and nutritional information about the foods they purchase. This is especially true for millennials (60%) and Gen Z (57%), according to the research. Nearly seven in 10 Gen Zers (69%) said it’s important they purchase “organic” labeled food products, more than any other generation.
DKB’s support of organic extends beyond the aisle. During National Organic Month, Letchinger will represent the brand on a panel, “The Future of Organic — U.S. Farmland, Scaling Up, and the Next Generation of Leaders,” at the Organic Trade Association‘s Organic Week 2026 in Washington, D.C., Sept. 14–16 – exploring how to scale organic agriculture through innovation, inclusive consumer engagement, workforce development and leadership succession.
Dave’s Killer Bread pioneered the organic seeded bread category and now offers 37 varieties of whole grain organic bakery and snack products, all of which are certified USDA Organic and Non-GMO Project Verified. Most recently, the brand launched its limited-edition Pumpkin Spice Madness Bagels, made with organic, non-GMO whole grains, available at participating retailers nationwide through November while supplies last.
Survey methodology: Dave’s Killer Bread surveyed 2,000 Americans, split evenly by generation (500 Gen Z, 500 millennials, 500 Gen X and 500 baby boomers); the survey was administered and conducted online between July 28 and Aug. 3, 2026.
*According to market research from Circana, data ending Aug. 8, 2026.
About Dave’s Killer Bread
Rocking the grocery store with delicious organic, non-GMO and whole grain products comes naturally to Dave’s Killer Bread. First introduced at the Portland Farmers Market in 2005, it is the nation’s No. 1 organic bread brand with widespread distribution across the U.S. The flagship organic bread brand for Flowers Foods (NYSE: FLO), Dave’s Killer Bread pioneered the organic seeded bread category and offers 37 varieties of whole grain organic bakery and snack products, all of which are certified USDA Organic and Non-GMO Project Verified. In addition, Dave’s Killer Bread is committed to Second Chance Employment (employing those with a criminal background), helping to transform lives through job opportunities. One in three employee-partners at its Oregon bakery have a criminal background. Learn more at daveskillerbread.com.
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SOURCE Dave’s Killer Bread
