Consumer demand for health is still strong, and the willingness to pay more for exactly what they want is growing. While AlixPartners found the average consumer would pay 6.2% more for a product that had the specific health benefits they were looking for, that number rose to 8.9% in its most recent North American Health & Wellness Review.
Organic and all-natural claims received the best prospects. Consumers were willing to pay an 11% premium for organic items, up from 9.3% in 2013, and a 9.9% premium for all-natural items, up from 5.7% in 2013.
While price is still the number one most important consideration when choosing a product, its importance is falling while the desire for healthy options grows. While 76% of consumers cited price as "somewhat" or "extremely" important in the recent poll, that number was down significantly from 88% in 2013.
Baby Boomers and Millennials are the two generations with the highest interest in health and wellness products. Boomers are looking to eat more seafood, fiber and vitamins while avoiding red meat, salt and processed foods. Millennials want more protein in their diets, a prone to counting calories and want to reduce their fast food consumption.