Freshness may drive purchase
More than half—53%—are willing to pay more for “fresh” foods. Just more than 7 in 10 are also more likely to purchase food described as “authentic” and “made from scratch,” with more than 40% willing to pay more for those claims, according to the report.
“Older students are more likely than younger students to purchase and pay more for items described as GMO-free and gluten-free," Technomic said. "This indicates this group is more likely to reference labels tied to specific counts and nutritional claims."