Bruce Horovitz of USA Today writes that younger consumers are much more interested in — and willing to pay premium prices for — food products they perceive as for healthier than are older consumers, according to a global consumer survey shared exclusively with USA TODAY on Monday.

The most health-centric are Generation Z — consumers under age 20 — with 41% saying they would willingly pay a premium for “healthier” products. That compares with 32% of Millennials (ages 21 to 34) and about 21% of Baby Boomers (about 50 to mid-60s).

But, at the same time, marketers need to be very transparent. That’s because 63% of consumers globally are skeptical about about food health claims, the study says.