'Less-is-more' food labels: consumers willingness-to-pay a premium in Europe 2014

This statistic presents the results of a survey conducted from August 13 to September 5, 2014. Internet users in Europe were asked which 'Less-is-more' food attributes they are willing to pay a premium price for. Some 15 percent of European respondents stated they would pay a premium price for gluten-free foods.

Consumers willingness-to-pay a premium for 'Less-is-more' food attributes in Europe in 2014

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Source

Release date

January 2015

Region

Europe

Survey time period

August 13 to September 5, 2014

Number of respondents

more than 30,000**

Special properties

respondents with online access

Method of interview

Online survey

Supplementary notes

* Respondents who were very willing to pay a premium for each attribute. Among those who rated attribute at least slightly important in influencing them to purchase more of a particular food/ food products.
** The Nielsen Global Health and Wellness Survey polled more than 30,000 consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on its Internet users and is weighted to be representative of Internet consumers. It has a margin of error of ±0.6 percent. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion.
The survey does not specify the age group of respondents.

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