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Value-Added Drivers: Understanding the Attributes that Drive U.S. Shoppers to Pay a Premium for Foods & Beverages

Value-Added Drivers: Understanding the Attributes that Drive U.S. Shoppers to Pay a Premium for Foods & Beverages

Consumers care about what they eat—they prefer healthier foods, cleaner foods/beverages and products that satisfy certain interests (e.g., high fiber, gluten-free, organic, etc.). When given the option, most shoppers would choose a product that is better for them, cleaner, environmentally-friendly, etc., assuming the taste delivers and the price is the same. However, when they are asked to pay more for that same product, is this where the buck stops?



This report from HealthFocus International explores 25 attributes to discover where shoppers are willing to pay more and identify who is willing to pay a premium. The report details 5 key areas: Health, Clean & Green, Local/Small Batch, Removal of Negatives, and Addition of Positives.


Understanding Where Shoppers Are Willing to Pay More
Health:
Are healthier for me and my family
Have health claims that are important to me
Clean & Green:
Are certified organic
Are less processed
Are fresh
Are natural
Are not genetically modified (GMO)
Can be traced back to the ingredient source (e.g., farm name via bar code)
Are produced by companies that practice better treatment of animals
Have been sourced using fair trade practices that give back to workers in developing countries
Are produced by environmentally sensitive companies
Local/Small Batch:
Are locally grown or made
Are artisan or contain artisan ingredients
Produce products in a small batch
Are sold at a local market or food stand
Removal of Negatives:
Are free-from additives/preservatives
Are made with no artificial sweeteners
Are gluten-free
Addition of Positives:
Have added vitamins and minerals
Have added protein
Have added fiber
Are made with sugar instead of HFCS (high fructose corn syrup)
Have higher quality or premium ingredients
Have unique or interesting ingredients

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