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

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Share of respondents
Fresh83%
Fiber72%
Whole grain72%
Calories68%
Natural68%
Portion size67%
Dairy65%
Sodium or salt63%
Fat content62%
Sugar62%
Saturated fat61%
Carbohydrates60%
Artificial sugar58%
High fructose corn syrup57%
Organic55%
Packaged food53%
Preservatives51%
Genetically modified food48%
Frozen47%
Lactose37%
Glycemic index36%
Gluten33%
Vegan27%
© Statista 2017

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About This Statistic

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.

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