Research Finds Definition of Food Value Varies by Consumer Age

While consumers tend to be driven by value in the purchasing decision of lunch options, the definition of "value" varies widely according the age of the consumer, recent research from Technomic has shown. The "Lunch Consumer Trend Report" shows that the younger consumer (aged 18-34) is most likely to define value by price, while those 45 and up see value as including health and quality.  

 

“Baby Boomers are motivated heavily by value, but other significant motivations include health and quality of food,” says Technomic Director of Consumer Research Sara Monnette. “The most health-conscious consumers skew 45 and older, so their value equation is different than that of a younger person who sees value primarily as a price issue. Older consumers are less likely to perceive value in dollar menu items because of the broader context of their motivations.”

 

The research was designed to help those aligned with the foodservice industry more effectively identify opportunities for growth and competitive advantage. Other findings include:

 

The full report is available for purchase from Technomic or through Technomic Access.