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Consumer Trends

Consumers expect same prices for healthier alternatives

Though many Americans understand the importance of eating healthfully, the majority of consumers expect to pay no more for healthier items than they would for other menu options. Fully 70% of adults over 50 (a group that typically expresses more interest in healthy eating than their younger counterparts) said they would not pay an additional fee for healthier items.

  • Younger adults are more willing to pay more for healthier alternatives, with 44% of people aged 18-24 expecting prices for healthy items to be the same, 41% expecting to pay somewhat more and 15% percent already expecting to pay a lot more
  • At full-service restaurants, more patrons expected to be able to pay the same prices for healthful options than at QSRs
  • Customers reported that they would be more satisfied if they were given healthful options at the same prices as less healthful options
  • There is a good opportunity for restaurants that offer menus with healthier options at lower price points

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