Cheap food is typically unhealthy food, which can make it a challenge when trying to eat healthfully. However, a report from the Nielsen’s Global Health and Wellness Survey indicates that Generation Z...

Cheap food is typically unhealthy food, which can make it a challenge when trying to eat healthfully. However, a report from the Nielsen’s Global Health and Wellness Survey indicates that Generation Z (consumers under the age of 20) were more “health-centric” than other age segmentation groups in food choices. Approximately 41 percent of Gen Z indicated they would pay a premium for healthier products, compared to 32 percent of Millennials and 21 percent of Baby Boomers. The patterns were obtained from a large sample across 60 countries; thus, they reflect global patterns. Whether the preferences would be manifested in actual purchase patterns isn’t clear. How much are you willing to pay for healthier food?