Generation Z: Well Pay for Healthier Food


Young consumers in “Generation Z,” under age 20, are making health a priority when making food choices—and are willing to pay more for it. A new Nielsen survey of 30,000 people in 60 countries, the Global Health and Wellness Survey, reports that 41% of younger consumers say they would pay a premium for foods they perceive as healthier. That compares to 32% of Millennials (ages 21 to 34) and about 21% of Baby Boomers (about age 50 to mid-60s). People of all ages say overwhelmingly—80%—they are using food choices to try to prevent obesity and chronic diseases. Marketers seeking to appeal to those concerns need to be careful, however, as 63% of those surveyed globally say they are skeptical of food health claims. Consumers in the US and Europe, where such claims are more tightly regulated, were less likely to express skepticism (56% and 51%, respectively) than those in developing countries


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