Quality and transparent sourcing are just a few of the factors millennials value when they shop for groceries, according to a new survey commissioned by Whole Foods Market.

Whole Foods Market examined millennial food, health, and grocery shopping preferences with a survey conducted independently by YouGov. Sonya Gafsi Oblisk, Whole Foods Market’s CMO shares insights about the findings.

Q: Why did Whole Foods Market do this survey?

A: Many of our customers and team members are millennials - generally those born between 1981 and 1996 - and we know millennials are expected to outnumber Baby Boomers this year. We wanted to dive deeper into understanding their passions and what they care about when it comes to food.

Q: What did the survey reveal about millennials relationship with food?

A: Not surprisingly, they love to eat. Nearly 70 percent of those surveyed spent more money on food than travel in the last year. And they won’t settle for just any food in their grocery carts. They make food purchases intentionally and want to know the story behind how food is produced and grown.

Q: What three things do millennials care about most when grocery shopping?