B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
20%
20% -- willingness to pay premium for Gen Z and Millennials (2026)
Gen Z and Millennials are willing to pay 20% to 30% more for products that feature natural, high-protein ingredients.
- Reported as a range of 20% to 30%
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
20%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
bevsource.com
Primary
Tier B
https://www.bevsource.com/news/decoding-digestive-health-claims ↗
Source Article
Decoding Consumer Claims: What Really Resonates in the
Original Research
bevsource.com
· Original study ↗
Methodology
Range reported; midpoint used
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Gen Z and Millennials: 20% willingness to pay premium. Source: bevsource.com (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-millennials-premium-natural-ingredients
HTML Embed
<blockquote cite="https://lighthousedata.io/data/gen-z-millennials-premium-natural-ingredients" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>20%</strong> -- willingness to pay premium for Gen Z and Millennials<br><small>Source: bevsource.com (2026) · <a href="https://lighthousedata.io/data/gen-z-millennials-premium-natural-ingredients" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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