1. White meat
Almost half of consumers (46%) say they’re willing to pay more for white-meat chicken and turkey, compared with just 36% of consumers who said the same two years ago. (Only 19% of consumers said the same regarding dark meat in 2017). Further, 14% of consumers would not only be more likely to purchase chicken and turkey that’s white meat, but they’re also willing to pay more than a 5% price increase on it.
2. Premium toppings
Consumers will eat up premium toppings on sandwiches and burgers. Some 79% of consumers are willing to pay more for sandwiches that feature premium ingredients, up from just 43% two years ago. Premium toppings of interest include avocado on breakfast sandwiches (consumers are willing to pay up to $1.45 more for a breakfast sandwich featuring fresh avocado) and beef brisket on burgers (consumers are willing to pay $1.80 more).
3. Additive-free proteins
Consumers are willing to pay more for natural proteins. Some 41% of consumers—compared to just 33% in 2015—say they would pay more for natural poultry products. More than two-fifths of consumers are more likely to purchase (and are willing to pay more for) steroid-free (44%), antibiotic-free (42%) and hormone-free (41%) turkey and chicken. This stat also extends to beef products: Similar proportions of consumers say they’d be more likely to purchase and pay more for steroid-free (40%), antibiotic-free (38%) and hormone-free (37%) beef.
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.