'More-is-more' food attributes: consumers willingness-to-pay a premium worldwide 2014

This statistic shows the results of a survey conducted from August 13 to September 5, 2014. Internet users worldwide were asked which 'More-is-more' food attributes they are willing to pay a premium price for. Some 28 percent of respondents stated they would pay a premium price for whole grain foods.

Consumers willingness-to-pay a premium for 'More-is-more' food attributes worldwide in 2014

Share of respondents*
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Source

Release date

January 2015

Region

Worldwide

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 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 survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country.
The survey does not specify the age group of respondents.

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