Younger consumers are much more interested in — and willing to pay premium prices for — food products they perceive as for healthier than are older consumers, according to a global consumer survey shared exclusively with USA TODAY on Monday.
The Nielsen's Global Health and Wellness Survey offers compelling statistical evidence that younger consumers worldwide are far more concerned about everything from food ingredients to genetically modified food to organic foods than are their parents and grandparents, according to the survey of 30,000 consumers in 60 countries.
The most health-centric are Generation Z — consumers under age 20 — with 41% saying they would willingly pay a premium for "healthier" products. That compares with 32% of Millennials (ages 21 to 34) and about 21% of Baby Boomers (about 50 to mid-60s).
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