Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Mintel Menu Insights
- Consumer survey data
- Advertising Creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Economic uncertainty causes consumer price-sensitivity
- Restaurant sales a casualty of recession
- Awareness of obesity epidemic encourages healthier eating habits
- Federal government intervention for menu transparency
- Menu items with nutritional claims under represented
- Highlighting health is important on the beverage menu too
- Health on the kids’ menu: It starts here
- Marketing health: Freshness, positive messaging, transparency
- Indulgence trumps health on restaurant menus
- Subway markets health as an integral brand quality
- Restaurant usage and dining out rationales
- Diet changes and interest in healthy menu options
- The price of healthy dining
Insights and Opportunities
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- Responsible cooking practices
- Focus on the healthy breakfast
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- Figure 1: Trended data for attitudes towards breakfast—adults and teens, 2003-09
Inspire Insights
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- Inspire Trend: Fit or Fat
- What it’s about
- A Balancing Act
- On the Menu
- Implications
Market Drivers
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- Recession pummels consumer confidence
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- Figure 2: Unemployment and underemployment rates, January 2007-March 2010
- Figure 3: Real personal disposable income, January 2007-February 2010
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- Figure 4: Consumer Sentiment Index, March 2007-March 2010
- Restaurant sales a casualty of recession
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- Figure 5: Consumer Price Index for key consumer markets, March 2008-10
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- Figure 6: Restaurant Performance Index, current situation, and expectations, January 2009-March 2010
- Americans’ waistlines expand
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- Figure 7: Percentage of population who are overweight or obese—20-74 year olds, 1988-2006
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- Figure 8: Incidence of presently watching/controlling diet, 2003 and 2008
- Figure 9: Reasons for watching/controlling diet, 2003 and 2008
- Obesity among children—concern for future obese adults
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- Figure 10: Percentage of population who are overweight or obese—2-19 year olds, by age, 1976-2006
- It’s official: Government steps in with menu labeling requirements
- Will it make a difference?
Menu Insights Analysis: Nutritional Claims
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- Key points
- Healthy dining is here to stay
- Low fat marries health with taste
- Hot trend: Gluten-free
- The vegetarian movement
- Calorie claims gaining momentum
- The next big thing: Reduced sodium
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- Figure 11: Top 10 nutritional claims on menus, by incidence, Q1 2008-Q1 2010
- The price of health on the rise
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- Figure 12: Top 10 nutritional claims on menus, by price, Q1 2008-Q1 2010
Menu Insights Analysis: Health on the Beverage Menu
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- Key points
- Health trends shape consumer restaurant beverage choices
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- Figure 13: Top 10 non-alcoholic beverage types at restaurants, Q1 2008-Q1 2010
- Integrating health on the beverage menu
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- Figure 14: Top five non-alcoholic tea beverages, by incidence of nutritional claim, Q1 2008-Q1 2010
Menu Insights Analysis: Health on the Kids’ Menu
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- Key points
- It all starts here
- Nutritional choices in need
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- Figure 15: Incidence of nutritional claims on children’s menus, Q1 2008-Q1 2010
- QSRs and fast casual lead healthy offerings
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- Figure 16: Incidence of nutritional claims on children’s menus, by restaurant segment, Q1 2010
- Navigating the future of menu transparency: focus on the kids’ menu
Menu Insights Analysis: Marketing Health on the Menu
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- Key points
- The fresh factor
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- Figure 17: Fresh marketing claim, by incidence and price, Q1 2008-Q1 2010
- Quality counts
- Menu messaging
- Planning to eat healthfully
- Healthy designation
- Progressive marketing: Explaining the benefits
- Menu transparency: Show me the calories
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- Figure 18: Applebee’s television ad, January 2010
Menu Insights Analysis: Still Indulging
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- Key points
- All aboard the bus to indulgence
- Frying is the top preparation method of food items
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- Figure 19: Top 10 preparation methods of food items on menus, by incidence, Q1 2008-Q1 2010
- Fresh doesn’t always mean healthy
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- Figure 20: Top 10 marketing claims on menus, by incidence, Q1 2008-Q1 2010
- Indulgent innovations abound
Brands and the Advertising Landscape
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- Overview
- Brand analysis: Subway
- Sales performance
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- Figure 21: Brand analysis of Subway, 2010
- Being clear: Menu transparency
- Perpetuating health perceptions
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- Figure 22: Subway’s television ad, Get Fit Challenge, May 2009
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- Figure 23: Subway’s television ad, Chicken Salad Sandwich, July 2009
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- Figure 24: Subway’s television ad, Fresh Fit Meal, August 2009
- Taste, value and daypart expansion
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- Figure 25: Subway’s television ad, Honey Chipotle Chicken, July 2009
- Adspend
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- Figure 26: Select restaurant advertisers*, by segment, 2007 and 2008
Consumer Restaurant Segment and Daypart Usage
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- Key points
- Restaurant usage, by daypart: An overview
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- Figure 27: Types of restaurants visited in the past month, by daypart, February 2010
- Younger age groups most avid restaurant-goers
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- Figure 28: Types of restaurants visited in the past month, by age, February 2010
- Trend-forward Asian demographic drawn to fast casual concepts
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- Figure 29: Types of restaurants visited in the past month, by race/Hispanic origin, February 2010
- Premium and health attract higher-income households
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- Figure 30: Types of restaurants visited in the past month, by household income, February 2010
- Addendum: Consumer question explanation
Consumer Diet Changes
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- Key points
- Notable shift to eating healthier when dining out
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- Figure 31: Change in healthy eating habits, by gender, February 2010
- Younger age groups joining healthy dining movement
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- Figure 32: Change in healthy eating habits, by age, February 2010
- Low-income households least likely to shift towards healthier eating
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- Figure 33: Change in healthy eating habits, by household income, February 2010
- Strategies for eating healthier
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- Figure 34: Eating healthier while dining out strategies, by gender, February 2010
- Younger diners downsize; older patrons eschew fat and sodium
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- Figure 35: Eating healthier while dining out strategies, by age, February 2010
Weighing Rationales for Dining Out: Hunger, Health, and Satiation
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- Key points
- Ordering preferences by daypart
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- Figure 36: Ordering preferences—hunger, health and satiation, by daypart, February 2010
- Breakfast ordering preferences
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- Figure 37: Breakfast ordering preferences—hunger, health and satiation, by gender, February 2010
- Young age groups looking for healthy breakfast
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- Figure 38: Breakfast ordering preferences—hunger, health and satiation, by age, February 2010
- Lunch ordering preferences
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- Figure 39: Lunch ordering preferences—hunger, health and satiation, by age, February 2010
- Lower income earners look for cheap eats at lunch
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- Figure 40: Lunch ordering preferences—hunger, health and satiation, by household income, February 2010
- Dinner ordering preferences
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- Figure 41: Dinner ordering preferences—hunger, health and satiation, by age, February 2010
- Lower-income households order based on price
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- Figure 42: Dinner ordering preferences—hunger, health and satiation, by household income, February 2010
Rating a “Healthy Meal” and Weighing Ingredients
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- Key points
- Healthy meal defined
- Freshness is a necessary attribute of a healthy meal
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- Figure 43: Rating a “healthy” meal—freshness, taste and satiation, by gender, February 2010
- Fat content equally important to freshness
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- Figure 44: Important ingredient attributes of a “healthy” meal, February 2010
- Demographic analysis: Healthy meal attributes
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- Figure 45: Rating a “healthy” meal—freshness, taste and satiation, by age, February 2010
- Demographic analysis: Healthy meal ingredients
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- Figure 46: Important ingredient attributes of a “healthy” meal, by gender, February 2010
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- Figure 47: Important ingredient attributes of a “healthy” meal, by age, February 2010
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- Figure 48: Important ingredient attributes of a “healthy” meal, by household income, February 2010
Interest in Healthy Menu Items
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- Key points
- More healthy menu items needed
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- Figure 49: Weighing healthy item—expense, interest and usage, February 2010
- Women demanding health on the menu
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- Figure 50: Weighing healthy item—expense, interest and usage, by gender, February 2010
- Younger age groups associate health with organic/natural foods
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- Figure 51: Weighing healthy item—expense, interest and usage, by age, February 2010
Consumer Attitudes toward Nutritional Disclosure
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- Key points
- Menu transparency
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- Figure 52: Interest in menu transparency innovations, February 2010
- Women want nutritional information
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- Figure 53: Interest in menu transparency innovations, by gender, February 2010
- Older respondents less likely to want federal government’s intervention
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- Figure 54: Interest in menu transparency innovations, by age, February 2010
Consumer Attitudes toward Restaurants’ Role Catering to Health
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- Key points
- Consumer attitudes towards restaurants
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- Figure 55: Attitudes toward restaurant responsiveness in healthy dining, February 2010
- Women eating more at home
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- Figure 56: Attitudes toward restaurant responsiveness in healthy dining, by gender, February 2010
- Older consumers most satisfied with restaurants’ responsiveness in healthy dining
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- Figure 57: Attitudes toward restaurant responsiveness in healthy dining, by age, February 2010
The Price of Eating Healthfully
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- Key points
- Pay for healthier items
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- Figure 58: Willingness to pay more for healthier menu item, February 2010
- Men show resistance to paying for health
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- Figure 59: Willingness to pay more for healthier menu item, by gender, February 2010
- Core 25-34 age group most willing to pay for health
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- Figure 60: Willingness to pay more for healthier menu item, by age, February 2010
- Higher incomes can afford healthier menu items
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- Figure 61: Willingness to pay more for healthier menu item, by household income, February 2010
- How much is health worth?
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- Figure 62: Price premium for healthy, by gender, February 2010
- Consumers aged 25-34 will pay most for healthier menu items
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- Figure 63: Price premium for healthy, by age, February 2010
- Higher income earners most willing to pay up to 10% more
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- Figure 64: Price premium for healthy, by household income, February 2010
Custom Groups: Light, Medium and Heavy Visitors
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- Key points
- Healthy meal attributes
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- Figure 65: Rating a “healthy” meal—freshness, taste and satiation, by usage, February 2010
- Healthy meal ingredients
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- Figure 66: Important ingredient attributes of a “healthy” meal, by usage, February 2010
- Interest in healthy menu items
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- Figure 67: Weighing healthy item—expense, interest and usage, by usage, February 2010
- Attitudes towards nutritional disclosure
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- Figure 68: Interest in menu transparency innovations, by usage, February 2010
- Attitudes towards restaurants’ responsiveness
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- Figure 69: Attitudes toward restaurant responsiveness in healthy dining, by usage, February 2010
- The price of healthy menu items
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- Figure 70: Willingness to pay more for healthier menu item, by usage, February 2010
- Figure 71: Price premium for healthy, by usage, February 2010
Cluster Analysis
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- Apathetics
- Who they are
- Opportunity
- Healthers
- Who they are
- Opportunity
- Reducers
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 72: Healthy dining clusters, February 2010
- Figure 73: Restaurant usage, by healthy dining clusters, February 2010
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- Figure 74: Healthy dining attribute ratings, by healthy dining clusters, February 2010
- Figure 75: Attitudes toward healthy dining at restaurants, by healthy dining clusters, February 2010
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- Figure 76: Important ingredient attributes of a “healthy” meal, by healthy dining clusters, February 2010
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- Figure 77: Willingness to pay more for healthier menu item, by healthy dining clusters, February 2010
- Cluster demographics
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- Figure 78: Healthy dining clusters, by gender, February 2010
- Figure 79: Healthy dining clusters, by age, February 2010
- Figure 80: Healthy dining clusters, by household income, February 2010
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- Figure 81: Healthy dining clusters, by race, February 2010
- Figure 82: Healthy dining clusters, by Hispanic origin, February 2010
- Cluster methodology
Appendix: Trade Associations
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