Since March 2022, we’ve asked respondents each month about their beliefs regarding common claims in the food system. These insights help us understand what consumers perceive to be true about food—and what may be driving their choices.

This Data Snapshot focuses on beliefs about the healthfulness of certain foods compared to their conventional counterparts: plant-based milk, gluten-free foods, and organic foods. Across all three claims, younger consumers are more open to healthy food claims.

Younger adults (18–34) are the most likely to agree that:

• Plant-based milk is healthier than dairy (46%)
• Organic food is more nutritious than non-organic (58%)
• Gluten-free food is healthier (47%)

In contrast, agreement among adults aged 65+ drops to:

• 16% for plant-based milk
• 27% for organic food
• 20% for gluten-free food

These findings suggest that age is a strong predictor of food-related beliefs, highlighting generational differences in attitudes toward health and nutrition claims.

See the August 2025 Consumer Food Insights (CFI) report. Find more data and analysis in the Data Snapshot series and in on the CFI page.