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

This statistic shows the results of a survey on consumers who were willing to pay a premium for healthier products in the United States in 2015, broken down by age group. Approximately 46.8 percent of the respondents who expressed a significantly or moderately greater willingness to pay for healthier products were 18 to 34 years old.

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

Share of respondents**
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Source

Release date

January 2016

Region

United States

Survey time period

2015

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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