Willingness to pay a premium for fresh food in the U.S. 2022, by consumer type

Published by
M. Shahbandeh,
Oct 6, 2022
A recent study in the U.S. asked conventional and contemporary consumers* if they would be willing to pay a premium for fresh food. As of July 2022, about seven percent fewer contemporary consumers and nine percent fewer conventional consumers reported a willingness to pay a premium on fresh foods compared to 2021.

Willingness to pay a premium for fresh food in the U.S. as of July 2022, by type of consumer*

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Source

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Release date

September 2022

Region

United States

Survey time period

July 2022

Number of respondents

2,054 respondents

Age group

18-70 years

Supplementary notes

*The source describes contemporary consumers as "mostly younger, more well-off, online shoppers, and urban dwellers" and conventional consumers as " tend to be older, belong to low-income households, and are primarily rural."
According to the source, "This sample was mapped to the US census to attain a representative view of the average US consumer."

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