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Americans Won't Pay Higher Price For Healthy Food

Are You Willing to Pay More For Healthy Food?

A new study conducted by marketing research firm NPD shows that Americans are unwilling to eat healthier food if it means spending more. According to the report, the number of restaurant visits based on a consumers' cravings for healthful or light fare is down 10 percent from four years prior, and 70 percent of diners aren't prepared to pay a premium for wholesome food when they're eating out. The takeaway: health food needs to be priced more competitively.

I've always known that wholesome food is more costly than junk food, and I expect to pay a premium on it. I'm shocked by America's lack of willingness to pay more for something that's of higher value, and — in today's goat cheese salad day and age — even more surprised that the desire to dine out healthfully has actually declined over the past few years. What do you have to say about it?

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