Survey: Millennials are willing to pay more for quality

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Survey: Millennials are willing to pay more for quality

By Louisa Hallett - 09/12/2019
Nearly 70% of millennials read labels more closely, according to survey results.

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

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