Whole Foods Market® Food Shopping Trend Tracker Survey: Year 5
This survey of U.S. consumers examines consumer willingness to pay for various types of food products including natural and preservative free food and antibiotic free and humanely labeled animal products. When it comes to meat, near one-third of consumers would pay more for antibiotic or hormone-free meat and nearly one-quarter would pay for humanely labeled meat.
Select Survey Findings:
- “Nearly half (47 percent) are willing to pay higher prices for locally produced foods”
- “Nearly a third (32 percent) are willing to pay more for foods with no artificial ingredients, preservatives or colorings”
- “Nearly one out of three (30 percent) are willing to pay more for meats raised with no antibiotics or added growth hormones and one in four (24 percent) are willing to pay more for meats raised under humane animal husbandry standards”
- “Nearly three out of four Americans (71 percent) prefer to buy natural and/or organic foods over conventional foods if prices are comparable.
- “One in four Americans (27 percent) are devoting more than a quarter of their grocery dollars to natural and/or organic products.”