More than half (51 percent) of American consumers believe that an organic food label is an excuse to charge more for the product, according to a new survey by the market research firm Mintel.
Mintel asked consumers across different generations a variety of questions about their shopping habits and perceptions when it comes to buying organic food and drinks.
Cynicism was highest among the swing generation, the over 70s, with 57 percent of them agreeing with the statement that that labeling something as organic is an excuse to charge a premium, followed by Generation X (born between 1965 to 1976) at 51 percent. Baby boomers and millennials were equally dissatisfied at the higher food prices (both 50 percent).
