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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