As the restaurant sector continues to recover from the COVID-19 pandemic, catering to younger health-conscious consumers could help the industry return to its former glory, after new research has claimed that that more than a quarter of customers would be happy to pay premium prices for healthier products.
Conducted by the University of South Australia, Flinders University and the University of Otago, the study showed that 27 per cent of consumers would pay nearly double the price for ‘healthy’ drinks that contain low/no sugar, natural/no additives, or vitamins and minerals.
In a study of more than 1000 consumers from Australia and New Zealand, researchers also found that younger consumers (aged 18-24 years) were more likely than older diners to be interested in healthy drinks. And that those who ate out more often, were more willing to pay a larger premium for the privilege.
Read the complete article on NewFood Magazine.
