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U.S. Millennials: rating of factors when buying foods and beverages 2014, by type

This statistic presents the results of a survey among U.S. Millennial consumers. The survey was fielded online by Harris Interactive in March 2014, asking the respondents to rate the importance of determining factors when buying foods and beverages. Some 72 percent of U.S. Millennials indicated that they consider the attribute 'whole grain' as a very or somewhat important driver for food and beverage purchase decisions.

U.S. Millennials' importance of factors when purchasing foods and beverages in 2014, by type*

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Release date

June 2014


United States

Survey time period

March 12 to March 17, 2014

Number of respondents

2,234 (total survey respondents)

Age group

18-36 years

Method of interview

Online survey

Supplementary notes

* Factors rated as very or somewhat important. The original question was posed as follows:“When thinking about all of your food and beverage purchases, how important are each of the following to you?”
Multiple responses allowed.

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Statistics on "Generational grocery shopping behavior in the U.S."

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