“Hormone-free” is a food label trending in American sales, as people look for meat and dairy products that have not been manipulated. In fact, Nielsen reports that sales growth for labels like natural, antibiotic-free, and hormone-free are outpacing conventional meat sales as people choose products that seem healthier and more natural. Marketing experts note that frozen food sales also have been exploding among millennials looking for healthy choices, with 76 percent of those shoppers saying they picked their food buys because having hormone-free items was important to them.

It’s time for those same shoppers to consider whether being hormone-free would be a good choice when it comes to birth control too. It’s at least worth a conversation.