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U.S. consumers who were willing to pay more for healthier products 2015, by age group

Consumers who were willing to pay a premium for healthier products in the United States in 2015, by age group

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Release date

January 2016


United States

Survey time period


Number of respondents

5,001 respondents

Age group

18 to 80 years

Special properties

U.S. food purchasers*

Supplementary notes

* Refers to U.S. consumers who are the primary food and beverage shoppers for their households and eat dinner at home at least three times a week.
** Percentage of respondents who were willing to pay "significantly" or "moderately" more for at least one Health and Wellness attribute.
The original question was posed as follows: “How much more are you willing to pay for a healthier version of a product?”

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Statistics on "Natural and organic cosmetics in the U.S."

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