The Young & the Healthy

The Lempert Report
February 20, 2015

What does Generation X want from their food?

According to recent data published in Nielsen's Global Health and Wellness Survey, younger shoppers are much more interested in and willing to pay more for, healthier products.  More so than older generations. 

The report surveyed 30,000 consumers in 60 countries and learnt that the most health-centric are Generation Z — consumers under age 20 — with 41% saying they would willingly pay a premium for "healthier" products. That compares with 32% of Millennials (ages 21 to 34) and about 21% of Baby Boomers (about 50 to mid-60s).

But a message to produce makers: beware the false advertising! While shoppers are wanting the healthier products they also want to know the health claims are real, demanding more transparency than ever. The survey noted that 63% of consumers globally are skeptical about products' health claims. Skepticism and uncertainty is slightly lower in Europe and the U.S. where there's generally more regulation. 56% of consumers in the U.S. and 51% in Europe are unsure about health claims, those numbers jump in developing markets to 68% in the Asia Pacific region, 70% in Africa and the Middle East and 73% in Latin America.

The message to product makers as well as supermarkets and other retailers here is to think healthy but be transparent and communicate. Supermarkets can act as an information center for health and wellness. Highlight and display products and produce that are healthy, but also offer nutritional tips and labels on why they are healthy. END  If young shoppers want products that are good for them, what better place to guide them and build their trust than at their local supermarket.