May 21, 2018

Factors that Would Make US Internet Users Willing to Pay 50 Cents Extra* for a Small Grocery Item, May 2018 (% of respondents)


Respondents were asked, "Consider the following scenario: You are shopping for a small grocery item that you need that costs $5. You see an alternative that costs $0.50 more. Under what circumstances would you be willing to pay extra?"


Data is from the May 2018 Morning Consult report titled "Consumer Trends in the Food and Beverage Industry." 2,201 US internet users ages 18+ were surveyed online during May 7-11, 2018. Results from the full survey have a margin of error of +/-2 percentage points.