Data

How much more would consumers pay for “healthy” sliced bread?

A recent CFDAS survey explored this question and found 77% of participants would choose bread labeled “healthy” when it costs the same as regular bread — but the share of consumers choosing the “healthy” option declined as the premium increased.

Chart showing percentage consumers who would choose "healthy" labeled bread based on five different premium prices.

In the May 2025 CFI survey, participants were asked to make a choice between regular sliced bread and healthy-labeled sliced bread at one of five premium prices. Price and label were the only attributes that varied.

When there was no added cost, 77% chose the healthy option. But as the premium increased, consumer preference steadily declined, falling to just 18% at a $3 premium (double the base price).

These hypothetical choices highlight a clear tradeoff worth exploring in a full discrete choice experiment: while many favor the idea of healthier products, price remains a strong deterrent. However, even at double the base price, 18% of the population would chose this product—meaning there is demand for it. Which raises an interesting question: what type of consumers make up this 18%?

Find more insight and analysis with our Consumer Food Insights (CFI) reports.

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Published:
August 14, 2025