The Food Institute Blog

The Food Institute Blog

Health Claims Still a Major Driver for Premium Sales
Posted on February 09, 2015 by Bryan Wassel

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.

Posted in Millennials  


About the Author

Bryan Wassel
Editorial Director
The Food Institute

With a background in both daily and weekly publications, Bryan has worked as a journalist since freelancing for his hometown paper in high school. He has since written both in print and online for min, The Times of Trenton and North Jersey Media Group, holding positions from stringer to editor. With a background as a news reporter, he has learned to seek out the focus behind the story, digging for the most important information. He has been with The Food Institute since 2013, where he edits Today in Food and The Food Institute Report, as well as puts together newsletters for several clients.


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