About 70 percent of U.S. shoppers are willing to pay a premium for food that's marketed with health and wellness claims, about 15 to 20 percentage points more than in 2016, according to research from L.E.K. Consulting. This includes products in the natural, ethical, enhanced, or ‘less of...' categories, such as those that claim to be antibiotic-free, organic, protein-rich, and sugar-free. About 47 percent of consumers read labels at least most of the time when they purchase a product, rising to 53 percent among millennials.
The report notes that consumers' bar is rising for labeling, and they want to know more than whether a product is low-calorie or high-fiber. Claims need to convey specific attributes relative to health, wellness, ethics, and the environment. Consumers are also seeking an increasingly diverse array of benefits from their food and beverage consumption, according to the report. Full Report
Related: Consumers to Spend $1,000 on Holidays; Sam's Club Opening High-Tech Test Location.
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