Supermarket Perimeter - April 2021 - 17

Different generations value clean-label in different ways
by Jeff Gelski
in consumer perception of clean label,
according to a study from C&R Research that was commissioned
by Lesaffre Corp.
Generation Z consumers are more likely to purchase organic
items. Millennials tend to be more interested in long-term
health. Price is important for Generation X consumers, and baby
boomers are more loyal to brands.
The survey found 56% of respondents said they read nutrition
labels carefully before making a purchase while 73% said
they were willing to pay more for products with trustworthy
ingredients.
Generation Z consumers, millennials and Generation X were
most likely to be interested in clean label benefits than baby
boomers.
When asked whether they sought products with locally
sourced ingredients, Generation Z came in with the highest
percentage at 44%.
" They are more likely to look for locally sourced ingredients,
and they are willing to pay more for organic food compared to
older generations, " said Nancy Baum, senior research director
for Chicago-based C&R Research. " They are not necessarily
AGE PLAYS A FACTOR

doing this with just their health in mind. In fact, they are the
age group most likely to agree they can eat whatever they want
without worrying about weight or health. Instead, they place
importance on putting their dollars on brands that match their
values, especially around social responsibility. "
Millennials also were likely to say they seek products with
locally sourced ingredients and were willing to pay more for
organic food. At 66%, millennials were most likely to eat with
long-term health in mind.
Generation X, especially those with teenagers in the home,
were most likely to reject junk food at 55%. They want products
to be free from artificial preservatives, but they are priceconscious, too.
Baby boomers, at 71%, were the least likely to change eating
habits. They were most likely to be loyal to brands.
" They are at this stage in their life where they know what they
like, " Baum said. " They know what works for them. "
When all age groups were asked why they do not want certain
ingredients in foods, 37% said ones that were unfamiliar or hard to
pronounce, 29% said ingredients that were unhealthy or not good
for you, and 22% said those that were not natural or real.

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Supermarket Perimeter - April 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - April 2021

Supermarket Perimeter - April 2021 - 1
Supermarket Perimeter - April 2021 - 1
Supermarket Perimeter - April 2021 - 2
Supermarket Perimeter - April 2021 - 3
Supermarket Perimeter - April 2021 - 4
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Supermarket Perimeter - April 2021 - 7
Supermarket Perimeter - April 2021 - 8
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