Survey: Millennials are willing to pay more for quality
Food quality is driving millennials to change their shopping habits, and they are willing to pay more for clean-label food, according to a new Whole Foods Market survey.
The survey, which examines millennial food, health and grocery shopping preferences, found that approximately 80% of millennials value quality when it comes to food shopping, and nearly 70% are willing to spend more money on high-quality foods.
Food labeling and ingredient transparency are also key factors in millennials’ food choices. Compared to five years ago, nearly 70% of millennials read labels more closely, according to survey results. More than 60% are more concerned about additives and growth hormones. Ultimately, half of millennials buy more organic products than they did five years ago.
Other survey findings include:
Nearly seven in 10 millennials spent more on food than on travel in the past year. A majority of millennials surveyed considered themselves to be “adventurous” eaters when it comes to food, and more than 60% make an effort to cook new dishes
More than 60% are aware of the implications their food choices have on the environment. About half actively seek out food and beverages made of less packaging and plastic
Over the past year, nearly half of millennials have tried a special diet, such as Keto and dairy-free. 52% restrict ingredients due to health reasons. More than half of millennials found that maintaining an alternative diet is often inconvenient so they are willing to pay more for convenient, ready-made meals that are healthy and high quality