Younger consumers are putting their money where their mouth is.

Despite the rise in food costs posing a challenge to healthy eating, according to a global consumer survey released in January by USA Today, younger consumers are much more willing than their elder counterparts to pay more money for foods they perceive to be healthy.

The Neilsen’s Global Health and Wellness Survey questioned more than 30,000 consumers in 60 countries. Overall, the younger consumers were interested in everything from the ingredients of foods to genetically-modified food to organic food selections.

Kiley Gregory, 25, is a resident of Shreveport. She said she is willing to pay more money for certain foods.

“I am definitely willing to pay a higher price for food that is considered healthy,” Gregory said. “If you weigh the cost versus the benefits, the benefits greatly outweigh the cost. I am happier, full of energy and feel all-together better when I consume healthier foods. The cheaper, more processed foods have the exact opposite effect. By paying a little more for all organic milk, eggs, fruit and vegetables, I know I’m avoiding hormones, antibiotics and artificial preservatives that would do my body much more harm than good.”

The generation gap widens when considerations are made for functional foods that reduce disease risk or promote good health and for socially/environmentally responsible foods. According to the survey, the most health-conscious are Generation Z, or those consumers under age 20. Thirtyone percent of them said they are willing to pay high-dollar for “healthier” products.

Twenty-nine percent of Millennials, those consumers like Gregory who are 21-34, are willing to pay more for healthy food; 26 percent of Generation X’ers, age 35-49, and 23 percent of Baby Boomers, age 50 to mid- 60, are willing to pay. And only 15 percent of the Silent Generation, age 65-plus, are willing to pay premium for “healthy” foods.

In fact Brian Warren, owner of Gibson’s Natural Grocer in Ruston, said this trend is evident at his grocery store.

“With Ruston being a college town, I’m sure our numbers would be outliers in any study, but yes, we do tend to have a younger customer base than even I expected we would have,” Warren said.

“I think young people are more willing to fork over the additional funds for clean, organically grown and humanely raised foods. Young consumers have seen the results of the ‘fast food generation,’ and I think they are tucking their tails and running the other direction for fear of their own and their families’ health.

“I also think the younger generation tends to be more aware of the environmental effects of some of our past and current methods of producing and distributing foods, and they are looking to do their small part to reverse those trends.”

And that’s what’s key. Not only is the younger generation saying they want to be healthier, but they are acting upon it.

According to the survey, nearly 80 percent worldwide said they are intentionally looking to food to prevent chronic disease and health issues such as heart disease, diabetes, obesity and high cholesterol.

Maggie Chamberlain, a Louisiana Tech University dietetic intern based in Shreveport, said during World War II, the United States shifted to convenience eating and processed foods with artificial ingredients, but she said eating habits are changing once again.

“This shift has been initiated by generations younger than Baby Boomers and passed down to their offspring,” Chamberlain said. “Americans have gained increasing interest in healthful food consumption. People now enjoy grocery shopping for fresh local food items and have taken interest in meal preparation.

Social media strongly influences this trend. Websites like Pinterest, Facebook, and Instagram make it possible for young people to share recipes, cooking strategies and their own culinary creations with their friends in real time.

“Successful restaurants have begun to capitalize on peoples’ healthy eating desires by offering smaller portions, grilled protein options, vegetarian choices and calories counts on menus. Restaurants, grocery stores and farmers markets are stepping up to the plate to meet consumer demands.

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According to the nielsen survey, sales for “all natural” foods have increased 24 percent over two years.

In addition, organic products have seen a 28 percent sales growth over the two-year time period.

For nutrition-related questions, contact Chamberlain at www.maggiesmindfulmenu.weebly.com/.