Based on a study conducted by Pulse Market Research, only one in three adults under 30 say they are willing to pay more for foods made with high-quality ingredients.
Among consumers aged 55+, more than half say they are willing to pay a premium for better quality.
Is this a case of “wisdom comes with age”? Or does it reflect a generational and lifestyle gap?
Younger consumers may have lower disposable incomes, making them more price-sensitive. They may be less familiar with cues that signal quality in food items or place less emphasis on quality and greater on cost.
Older consumers may attach greater importance to high-quality nutrition while having greater financial capacity to pay for it.
For brands seeking long-term relationships with younger consumers, the finding signals an opportunity: How can high-quality food items be delivered at a more affordable, relevant and appealing way to younger consumers?
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