Consumers care about what they eat—they prefer healthier foods, cleaner foods and beverages and products that satisfy certain interests (e.g., high fiber, gluten-free, organic). When given the option, most shoppers would choose a product that is better for them, cleaner, environmentally-friendly, etc., assuming the taste delivers and the price is the same. However, when they are asked to pay more for that same product, is this where the buck stops? This report explores 25 attributes to discover where shoppers are willing to pay more and identify who is willing to pay a premium.
- Is price a barrier to health? Which shoppers are most price-sensitive? Where does price fall relative to other brand influences?
- Where will shoppers pay more? The report takes an in-depth look across 5 key areas (Health, Clean & Green, Local/Small Batch, Removal of Negatives, and Addition of Positives) and 25 specific attributes (e.g., less processed, non-GMO, no artificial sweeteners, added protein, etc.) to determine what drives shoppers to pay more.
- Who is willing to pay more? The report profiles key demographics (Males vs. Females, Millennials vs. Boomers, and Parents vs. Non-Parents) to identify who is willing to pay more within each category and pinpoint key demographic insights.