what healthy

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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