4. Fresh seafood
Some 58% of consumers would be more likely to purchase and pay more for seafood noted as “fresh,” including 26% of consumers who’d pay more than a 5% price increase. Further, more younger than older consumers would pay extra for seafood that’s fresh, even though younger consumers tend to have less disposable income. Three-fifths of Gen Zers (60%), millennials (65%) and Gen Xers (61%) compared to just half of baby boomers (52%) and matures (48%) agree they’d be willing to pay more for fresh seafood.