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

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.
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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%
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%
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Description Source More information
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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Release date
June 2014
Region
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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