A recent study in the U.S. asked conventional and contemporary consumers* if they would be willing to pay a premium for fresh food. As of July 2022, about seven percent fewer contemporary consumers and nine percent fewer conventional consumers reported a willingness to pay a premium on fresh foods compared to 2021.
Willingness to pay a premium for fresh food in the U.S. as of July 2022, by type of consumer*
*The source describes contemporary consumers as "mostly younger, more well-off, online shoppers, and urban dwellers" and conventional consumers as " tend to be older, belong to low-income households, and are primarily rural."
According to the source, "This sample was mapped to the US census to attain a representative view of the average US consumer."
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Deloitte. (September 26, 2022). Willingness to pay a premium for fresh food in the U.S. as of July 2022, by type of consumer* [Graph]. In Statista. Retrieved December 21, 2024, from https://www.statista.com/statistics/1337307/consumer-willingness-to-pay-for-fresh-food-in-the-us/
Deloitte. "Willingness to pay a premium for fresh food in the U.S. as of July 2022, by type of consumer*." Chart. September 26, 2022. Statista. Accessed December 21, 2024. https://www.statista.com/statistics/1337307/consumer-willingness-to-pay-for-fresh-food-in-the-us/
Deloitte. (2022). Willingness to pay a premium for fresh food in the U.S. as of July 2022, by type of consumer*. Statista. Statista Inc.. Accessed: December 21, 2024. https://www.statista.com/statistics/1337307/consumer-willingness-to-pay-for-fresh-food-in-the-us/
Deloitte. "Willingness to Pay a Premium for Fresh Food in The U.S. as of July 2022, by Type of Consumer*." Statista, Statista Inc., 26 Sep 2022, https://www.statista.com/statistics/1337307/consumer-willingness-to-pay-for-fresh-food-in-the-us/
Deloitte, Willingness to pay a premium for fresh food in the U.S. as of July 2022, by type of consumer* Statista, https://www.statista.com/statistics/1337307/consumer-willingness-to-pay-for-fresh-food-in-the-us/ (last visited December 21, 2024)
Willingness to pay a premium for fresh food in the U.S. as of July 2022, by type of consumer* [Graph], Deloitte, September 26, 2022. [Online]. Available: https://www.statista.com/statistics/1337307/consumer-willingness-to-pay-for-fresh-food-in-the-us/
