Whole Foods has been described as the “luxury brand of millennials,” and the description appears apt. According to Piper Jaffray’s quarterly survey of 500 consumers released this morning, Whole Foods, a chain of high-end supermarkets, is the place where Americans aged between 18 and 30 prefer to buy their organic food. The chain has held this lead in Piper Jaffray’s survey since the first quarter of 2012, and expanded its lead over that time by 11 percentage points.
Among the population in general, Whole Foods’ lead is less pronounced. But more surprisingly, in second place after Whole Foods for both young people and Americans in general is Wal-Mart, the king of discount goods. That, though, probably reflects the fact it has so many more stores than anyone else—10 times as many as Whole Foods, for example.