Study quantifies how much more consumers willing to pay for healthy food
Three out of four consumers say they’re committed to at least one health, wellness, ethical or environmental attribute among the foods they eat.
The desire to pay more for healthier foods is growing stronger. That’s because up to 70% of consumers say they’re willing to pay a premium for food products in the natural, ethical, enhanced or “less of…” categories, according to “Consumer Health Claims 3.0: The Next Generation of Mindful Food Consumption,” a new survey from L.E.K. Consulting, Chicago. This represents an increase of at least 10 percentage points from just two years ago.
“Most consumers now say they look for foods that are all-natural and organic at least some of the time, but more important, they’re focusing on their own criteria for what’s healthier. Most commonly, they want no artificial ingredients and no preservatives,” says Manny Picciola, managing director and co-author of the report. “In short, there’s a growing desire among consumers to move past general claims of all-natural to more specifically understand the kind of food they’re buying.”