U.S. consumer willingness to pay more for natural products 2018, by generation

Published by
M. Shahbandeh,
Jan 13, 2022
This statistic depicts the willingness to pay a premium for natural or organic products among consumers in the United States in 2018, broken down by generation. In that year, 41 percent of older Millennials were willing to pay extra for organic or natural products, compared to only 18 percent of retirees and seniors.

Consumer willingness to pay a premium for natural or organic products in the United States in 2018, by generation

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Release date

August 2018

Region

United States

Survey time period

First quarter of 2018

Age group

18 years and older

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Organic consumers Organic food market in the U.S. Online grocery shopping in the United StatesU.S. Gen Z & millennials: consumer goods and shopping behaviorNatural and organic cosmetics in the U.S.
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