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U.S. consumer willingness to pay more for added benefits in food by generation 2018

Published by Daniela Coppola, Nov 27, 2020
This statistic depicts the willingness to pay a premium for food that offers benefits beyond basic nutrition among consumers in the United States in 2018, broken down by generation. In that year, 50 percent of younger Millennials were willing to pay extra for food that offered added benefits, compared to only 25 percent of retirees and seniors.

Consumer willingness to pay a premium for food that offers benefits beyond basic nutrition in the United States in 2018, by generation

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Release date

August 2018

Region

United States

Survey time period

First quarter of 2018

Age group

18 years and older

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Topics

U.S. Generation X (Gen X): Grocery Shopping BehaviorFood Shopping BehaviorU.S. Millennials: grocery shopping behaviorU.S. Millennials: Consumer goods and shopping behavior
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