Younger Consumers Willing to Pay Premium for Healthy Products

According to Nielsen’s Global Health and Wellness Survey, younger consumers are more willing than their parents and grandparents to pay a premium for “healthy” product.

Generation Z, consumers under 20 years old, is the most health-centric generation. 41% of Generation Z consumers said they would pay a premium for healthy products, compared to 32% of Millennials (age 21-34) and 21% of Baby Boomers (age 50-mid-60’s).

The definition of “health” varies from one person to the next, but most people would agree that the fresh produce industry produces the healthiest products on the market.