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“Clean, organic and natural ingredients”
HOW DO CONSUMERS DEFINE HEALTHY?
“Good source of vitamins, minerals, healthy fats, protein and fiber”
“Loaded with fresh fruits and vegetables”
“All-natural, minimally processed and doesn’t contain any hormones or artificial ingredients”
T A H W ERS? T T MA : Y H T L A HE
“Low calories and fat, leaving me energetic and full at the same time”
By Sara Rush Wirth
Research by Technomic
T he rants. g u a t s e uyin rom r tions f tems, their b ing p o y h ealt mov me i more h ore wholeso eems to be a t g n a w m rs s? Usin hs e t d t l s n m a e a u e u s h m g ing ok n of rs de E : C on finitio health-seek e’ll take a lo e d i ne e l E FOR i d B h r i T I e W . EARD , is twofold. Too, th satisfy their nd Report, w t scrapping . H t E n e V ’ r u WE diffe abo ough r Tre ators ething aurant oper ing Consume might think nge, th e l m l o a s h c E at tors s show ow can rest ealthy t opera H a c t i on a h h ’s o c w i S . n om — a nd target m Tech tually want o r f a t ac da t t h ey at wha A p r i l 2 0 1 7 R e s tau r a n t B u s i n e s s
49
Two in five consumers say their definition of health has changed in the past two years. What do they want now? They want a more holistic approach to healthy foods that includes mental, emotional and physical well-being.
54%
of consumers call for menu transparency. They increasingly demand food with a “natural” positioning. Other buzzwords that will drive purchases: “organic” and “clean.”
Diners say certain healthy callouts have more of an impact on their visits and purchases than others: SMALL IMPACT | LARGE IMPACT
52% | 37%
55% | 31%
Gluten-free
Vegetarian dishes
41% | 43%
58% | 27%
Fresh/sourced daily
Low-fat/fat-free
39% | 43%
42% | 35%
Natural ingredients
Local ingredients
68% | 18% Vegan dishes
43% | 40% Organic ingredients
49% | 27% Antibiotic-free/ hormone-free
skeptical about health claims.
I ORDER WHAT I WANT, WHETHER IT’S HEALTHY OR NOT: 16% Agree completely 22% Agree 3 3% Somewhat agree 1 8% Somewhat disagree 8% Disagree 4% Disagree completely
humane conditions.
Menu claims impact both health and taste perceptions. The closer a term is clustered to a phrase like “more healthy,” the more likely consumers are to agree with that statement.
Low cholesterol
Low carbohydrate Low calorie Low in sodium Low fat
Low sugar
LESS TASTY
Gluten-free
At the same time, low-sugar and low-sodium claims most strongly reduce taste perceptions.
50
though many are still
are more likely to visit a restaurant with healthy options, even if they don’t order them.
raised in
NEARLY ONE-THIRD WILL PAY MORE FOR THESE CLAIMS.
better than it used to—
37%
65% prefer
As baby boomers age, they are driving this rebound in lowcholesterol and especially lowsodium dishes.
eat healthy at home; just 21% eat healthy away from home.
restaurant food tastes
to eat proteins
Traditional health claims—low carb, low sodium, etc.— are among the most trusted.
41%
44% say healthy
THE NEXT AREA THAT WILL TAKE PRECEDENT: ANIMAL WELFARE.
Two-thirds say they are more likely to purchase cage-free or free-range eggs and grass-fed meat.
60% of people factor health into restaurant choice— but it’s not driving purchases.
R e s tau r a n t B u s i n e s s a p r i l 2 0 1 7
Vegetarian
MORE HEALTHY
Natural Clean
Organic Unprocessed Sustainable
Real
Fresh Local
MORE TASTY Homemade
Vegan
Seasonal Authentic
LESS HEALTHY Source: Technomic’s 2016 Healthy Eating Consumer Trend Report
To get healthy claims on the menu, the cost can’t be passed onto the consumer. Already, a quarter of consumers find healthy restaurant food to be prohibitively expensive.
“As more leading chains— especially LSRs—tout natural, clean, organic and GMO-free ingredients, consumers will be less willing to pay high prices for these callouts.”
More claims impacting perception: The closer a term is clustered to a phrase like “more healthy,” the more likely consumers are to agree with that statement.
High in antioxidants High in protein
Having other functional benefits
MORE HEALTHY
Hormone-free Antibiotic-free
Containing probiotics
Full serving of fruit
GMO-free
LESS HEALTHY
Preservative-free Stress relieving Aiding digestion
Full serving of vegetable Free-range/ cage-free
MORE TASTY Grass-fed
LESS TASTY
Having no artificial sweeteners Source: Technomic’s 2016 Healthy Eating Consumer Trend Report
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It can be hard for operators to know which healthy claims to focus on, especially when most consumers don’t follow a specific diet.
The day and time matter for healthy eating.
They’re much more indulgent on the weekends, too.
Consumers are more likely to eat healthy at breakfast and indulge with snacks.
EATING BEHAVIOR BY DAYPART MORE HEALTHFUL
|
NEITHER | MORE INDULGENT
WEEKDAY More healthful: 44% Neither: 47% More indulgent: 9%
OVERALL EATING BEHAVIOR Follow a strict diet and rarely stray (3%)
Follow a strict diet but indulge occasionally (11%)
BREAKFAST
LUNCH
47% | 41% | 13%
36% | 50% | 14%
DINNER
SNACK
40% | 35% | 24%
18% | 38% | 44%
WEEKEND More healthful: 17% Neither: 43% More indulgent: 40%
Don’t follow a specific diet but always eat healthy (13%)
Don’t follow a specific diet but eat mostly healthy (44%)
Don’t follow a diet; try to eat healthy but often don’t (15%)
Don’t follow a diet or try to eat healthy; eat what I want (14%)
Certain claims that don’t have a perceived impact on taste are more likely to encourage purchases. ARE DINERS WILLING TO PAY MORE FOR FOODS? SIGNIFICANTLY MORE (>5% INCREASE)
High in antioxidants
Consumers are open to paying a bit more for local. Though consumers are more likely to purchase items that are local than they were in 2014, only 7% would tolerate a price increase of 5% or more.
A quarter of consumers
SLIGHTLY MORE (<5% INCREASE) | NO MORE
10%
23%
Having other functional benefits
8%
23%
Aiding digestion
8%
16%
Containing probiotics
7%
18%
Stress relieving
7%
14%
33% 32% 34% 31% 31%
FRESH IS ALSO SOMETHING THEY’LL OPEN THEIR WALLETS FOR: SIGNIFICANTLY MORE (>5% INCREASE)
Fresh
17%
Homemade/housemade
10%
would be willing to pay a
Seasonal
slight increase for local.
Authentic
54
|
R e s tau r a n t B u s i n e s s a p r i l 2 0 1 7
9%
|
SLIGHTLY MORE (<5% INCREASE) | NO MORE 36%
35%
24%
40%
20%
6% 17%
36% 30%
Source: Technomic’s 2016 Healthy Eating Consumer Trend Report