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Older Americans Do Not Expect To Pay More For Healthier Restaurant Food Choices

June 8, 2011: 10:17 AM EST
A study by market researcher The NPD Group has found that a majority of older American consumers (over age 50) do not expect to pay a premium for healthy restaurant foods. Seventy percent of these adults who were asked if they would pay more for healthier restaurant foods said no. Twenty-five 25 percent said they’d pay somewhat more; only five percent said they would pay more. The picture was different for younger people, however. Forty-four percent of younger adults (age 18 to 24) indicated they would not pay more for healthy food, while 41 percent said they would pay more. A key conclusion from the study: "Pricing of the healthy options needs to be consistent with pricing of other choices on the menu," said NPD restaurant industry analyst Bonnie Riggs.
"Consumers Don't Expect to Pay More for Healthier Menu Options, and Boomers Won't Pay More,Reports NPD", Press release. NPD, June 08, 2011, © NPD
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