In general, consumers in the older demographic are more interested in healthful foods. However, it is this “mature” bunch that also happens to be the least likely to pay a premium for healthy food items.
In a new report from marketing research firm NPD Group, 70% of Americans ages 50 and up say they are not willing to pay more for healthy foods, while 25% said they would cough up “somewhat more.” Just 5% were game to pay significantly more.
Younger consumers (ages 18-24), on the other hand, are most likely to spend extra for healthier items: 15% are up for paying a lot more, while only 44% said they wouldn’t pay even a little more for healthful foods.
From the June 14, 2011,Prepared Foods' Daily News.