Consumer Pricing Strategy Survey
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Consumer Pricing Strategy Survey
User responses 351,892
Survey Type Market Research
Audience All Audiences
Top Insight
- Respondents associate ‘worth the price’ more with ingredients or a premium quality feel than with other factors.
- Respondents prefer to stop buying a product because they can make it at home rather than due to other factors.
- Restaurant-quality or gourmet experiences are the most popular premium features that respondents are willing to pay more for.
1.
How do you decide if a food or beverage product is worth the price?
Insight
14%
More than average
respondents associated 'worth the price' with ingredients or a premium quality feel.
44.92%
The Ingredients Or Quality Feel Premium
The Ingredients Or Quality Feel Premium
44.92%
22,330
It Fits My Dietary Needs (E.g. Gluten-free, Low Sugar)
29.67%
14,751
I Saw Someone Recommend It Online Or On Social Media
24.26%
12,059
It's A Brand I Trust
20.69%
10,284
2.
What would make you stop buying a product you normally love?
Insight
4X
More than average
consumers prefer to stop buying a product because they can make it at home than due to a price increase without added value.
67.44%
I Can Make It At Home More Cheaply
I Can Make It At Home More Cheaply
67.44%
6,087
A Price Increase With No Added Value
16.84%
1,520
Better Alternatives At A Lower Price
14.15%
1,277
I Don’t Feel Loyal To The Brand Anymore
10.69%
965
Smaller Portions Or Lower Quality For The Same Price
4.73%
427
3.
What “premium” features are you willing to pay more for?
Insight
2X
More than average
respondents associated premium with restaurant-quality or gourmet experience more than with organic or clean-label ingredients.
43.09%
Restaurant-quality Or Gourmet Experience
Restaurant-quality Or Gourmet Experience
43.09%
51,940
Functional Health Benefits
40.88%
49,277
Organic Or Clean-label Ingredients
14.38%
17,328
Customization Or Build-your-own Options
13.83%
16,675
Sustainably Sourced Or Eco-friendly Packaging
13.78%
16,615
High Protein
4.71%
5,674
4.
Which of these are you no longer willing to pay a premium for?
Insight
34%
More than average
consumers associated trendy packaging or brand image with a high-cost factor.
34.59%
Trendy Packaging Or Brand Image
Trendy Packaging Or Brand Image
34.59%
4,378
“Natural” Or Vague Health Claims
32.48%
4,111
Basic Functional Claims (E.g. “Low Fat”)
29.42%
3,724
Celebrity Or Influencer-endorsed Products
14.29%
1,808
Minor Convenience (E.g. Pre-sliced Fruit)
0.91%
115
5.
What price range are you willing to pay for a high-quality fresh pasta?
Insight
2.2X
More than average
respondents prefer to pay between $5 and $10 for high-quality fresh pasta than paying $30 or more.
22.15%
$15 to $20
$15 to $20
22.15%
97
$10 to $15
22.15%
97
$5 to $10
21.69%
95
$20 to $25
12.1%
53
More than $30
9.59%
42
Less than $5
7.76%
34
$25 to $30
4.57%
20
6.
What price range are you willing to pay for a ready-to-drink coffee beverage?
36.93%
Less than $5
Less than $5
36.93%
106
$5 to $10
31.36%
90
$15 to $20
28.92%
83
More than $20
1.74%
5
$10 to $15
1.05%
3
7.
What price range are you willing to pay for a takeaway lunch bowl?
Insight
41%
More than average
respondents prefer to pay between $10 and $15 for a takeaway lunch bowl.
41.9%
$10 to $15
$10 to $15
41.9%
147,533
$15 to $20
24.2%
85,216
$5 to $10
21.3%
75,079
Less than $5
6.5%
22,934
More than $20
6%
21,130