Signal A cited 30% premium for healthier food sits against the report's own 3-12% premiums

Summary

Capgemini cites outside studies showing that consumers will pay an average premium of 30 percent for healthier options. It also points to rising interest in high-protein diets, with 61 percent of Americans reporting higher protein intake in 2024 against 48 percent in 2019. The 30 percent figure is much larger than the premiums measured in the report's own survey. Those range from about 3 percent for sustainable packaging to about 12 percent for ten-minute delivery. Readers should treat the cited health premium as an external estimate that does not align with the study's own measurements.