# Budget-Friendly Organic Shops This Sister Chain of Whole Foods Will Cater to Millennial Shoppers By Ady Floyd | Published 2015-05-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/affordable-whole-foods References: [buzzfeed](http://www.buzzfeed.com/juliekliegman/whole-foods-is-opening-a-new-chain-with-lower-prices?utm_term=.dvlEV2AxX) & [usatoday](http://www.usatoday.com/story/money/2015/05/07/whole-foods-cheaper-millennial-chain/70934302/) Whole Foods will be opening a chain of sister stores with more affordable prices aimed at millennials. The current Whole Foods grocery store pushes fresh products at a very hefty price. The new stores will maintain its organic, healthy and ethically sound approach to groceries while catering to a younger demographic. This will meet student budgets and dietary needs. To make the affordable Whole Foods more appealing to a millennial, those behind the project plan to revamp the design with a modern feel and incorporate "a streamlined, hip, cool, technology-oriented store—a store unlike one anyone’s ever seen before." The new stores are an attempt to rid Whole Foods of the viral nickname 'whole paycheck' -- a jab at the expensive products, and to welcome those without a disposable income. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 49% | Activity: 69% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Affordable-organic-food:** Creating affordable organic food options for millennials by providing quality groceries at lower prices. - **Millennial-focused-grocery-stores:** Opening grocery stores specifically targeting millennials by incorporating a modern design and technology-oriented shopping experience. - **Revamped-whole-foods-experience:** Revamping the Whole Foods shopping experience by creating a new store concept that caters to a younger demographic with affordable prices and a fresh, hip design. ### Sectors Adopting This - **Grocery-retail:** The grocery retail industry can capitalize on the demand for affordable organic food options and create new store formats that appeal to millennials. - **Food-and-beverage:** The food and beverage industry has an opportunity to explore alternative pricing models and packaging strategies to offer healthier and more affordable options to millennials. - **Sustainable-retail:** The sustainable retail industry can leverage the demand for ethically-sourced products by developing innovative concepts that cater to the younger demographic and promote sustainable practices. ## Related on Trend Hunter - [Affordable Grocery Store Subscriptions](https://www.trendhunter.com/trends/affordable-grocery-store.md) - [Private Label eCommerce Groceries](https://www.trendhunter.com/trends/amazon-grocery.md) - [Ethical Neighborhood Convenience Stores](https://www.trendhunter.com/trends/betterforyou-store.md) - [Affordable Plant-Based Foods](https://www.trendhunter.com/trends/fresh-plant-based.md) - [Affordable Private Grocery Labels](https://www.trendhunter.com/trends/odds-and-ends.md) - [Compact Urban Discount Grocers](https://www.trendhunter.com/trends/no-frills-grocery-store.md) - [Regenerative Food Product Launches](https://www.trendhunter.com/trends/simpli-and-whole-foods-market.md) - [Frozen Restaurant-Quality Dumplings](https://www.trendhunter.com/trends/mimi-chengs-dumplings.md) - [Leisure Activity Grocery Stores](https://www.trendhunter.com/trends/freshtake-concept-grocery-store.md)