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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- The recession may have derailed healthy dining habits
- Being overweight is the norm in America
- Healthy meals for kids a vital necessity
- Government mandating menu transparency
- Developing healthy menus requires finesse
- Marketing the healthy menu
Insights and Opportunities
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- Help restaurant-goers align their intentions and actions
- Health has to taste good
- Healthy meal calorie ranges promote an inclusive menu approach
- Smaller portions at smaller prices meet all lifestyle choices
Inspire Insights
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- Trend—Supernanny State
- Consider this
- Bottom line
Market Drivers
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- Restaurant industry emerging from the recessionary dust cloud
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- Figure 1: NRA performance indices, January 2009-March 2011
- Restaurant sales continue to climb
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- Figure 2: Adjusted foodservice and drinking places sales, January 2008-March 2011
- Unemployment and underemployment still high
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- Figure 3: Unemployment and underemployment rates, January 2007-April 2011
- Consumers have more cash, but confidence comes in waves
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- Figure 4: Real disposable personal income, January 2007-March 2011
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- Figure 5: Consumer Sentiment Index, March 2007-April 2011
- Obesity rates steady, but still high
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- Figure 6: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
- Overweight is the new normal
- Majority of adults are watching diet
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- Figure 7: Incidence of watching diet, 2008-10
- Childhood obesity continues to accelerate
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- Figure 8: Prevalence of obesity among children aged 2-19, 1988-2008
- Call to action
- Government intervention in healthy dining
- Will calorie disclosures count?
Marketing Strategies
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- Overview: Marketing the healthy menu movement
- Menu development
- Television ads
- Subway
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- Figure 9: Subway television ad, May 2010
- Applebee’s
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- Figure 10: Applebee’s television ad, January 2011
- Figure 11: Applebee’s television ad, December 2010
- Cultivating a following through social media
- Dunkin’ Donuts
- Chipotle
- Restaurant websites are an important tool in marketing health
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- Figure 12: Healthydiningfinder.com monthly people, March 2010-February 2011
- Figure 13: Demographic index* for healthydiningfinder.com, by income, April 2010
Menu Insights Analysis: Healthy Claims
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- Overview
- Tread with caution when using nutritional claims on menus
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- Figure 14: Top 10 ingredient nutritional claims, by incidence, Q4 2007-Q4 2010
- Natural, organic menu items command higher prices
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- Figure 15: Top 10 ingredient nutritional claims, by incidence and price, Q4 2007-Q4 2010
- Top menu descriptors exude comfort appeal
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- Figure 16: Top 10 menu item claims, by incidence, Q4 2007-Q4 2010
Menu Insights Analysis: Healthy Preparation Methods
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- Overview
- Grilling for health
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- Figure 17: Top 10 ingredient preparation methods, by incidence, Q4 2007-Q4 2010
Menu Insights Analysis: The Beverage Menu
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- Overview
- More milk on restaurant beverage menus
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- Figure 18: Top 10 nonalcoholic beverages, by incidence, Q4 2007-Q4 2010
- Sugar-free focus
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- Figure 19: Top 5 nutritional claims of nonalcoholic beverages, by incidence, Q4 2007-Q4 2010
Menu Insights Analysis: Health on the Kids’ Menu
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- Overview
- Create balance on kids’ menus
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- Figure 20: Top 10 ingredient preparation methods on kids’ menus, by incident, Q4 2007-Q4 2010
- Special attention for healthy foods that appeal to little diners
Restaurant Usage
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- Key points
- Restaurants achieve widespread usage
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- Figure 21: Restaurant usage, January 2011
- Fast food dominates restaurant usage in all dayparts
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- Figure 22: Types of restaurants visited in the past month, by daypart, January 2011
- Quick service is the most frequently visited type of restaurant
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- Figure 23: Number of restaurant visits in the past month, January 2011
- Men have stronger frequency of use for all restaurant types than women
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- Figure 24: Number of restaurant visits in the past month, by gender, January 2011
- Under-25s have highest frequency of use for all restaurant types
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- Figure 25: Number of restaurant visits in the past month, by age, January 2011
Consumer Body Composition
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- Key points
- Majority of people consider themselves normal weight
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- Figure 26: Body composition identification, January 2011
- More women say they are overweight
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- Figure 27: Body composition identification, by gender, January 2011
- Those who are younger than 25 most likely to say they are normal weight
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- Figure 28: Body composition identification, by age, January 2011
Dining Out Drivers
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- Key points
- Taste and satiation trump health in driving menu choice
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- Figure 29: Menu ordering drivers, January 2011
- Men are more likely to treat themselves to big meals, while women eat healthy meals
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- Figure 30: Menu ordering drivers, by gender, January 2011
- Affluent restaurant-goers want to order great tasting, healthy meals
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- Figure 31: Menu ordering drivers, by household income, January 2011
- Overweight restaurant-goers are the least interested in ordering healthy meals
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- Figure 32: Menu ordering drivers, by body composition, January 2011
A Definition of Healthy
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- Key points
- Healthy meals rank higher in freshness than average restaurant meals
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- Figure 33: Rating a healthy meal, January 2011
- Under-25s perceive healthy meals as fresher than the average restaurant meal
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- Figure 34: Rating a healthy meal, by age, January 2011
- Underweight diners are more likely to rate healthy meals higher
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- Figure 35: Rating a healthy meal, by body composition, January 2011
- The magic number of calories in a healthy meal: 510
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- Figure 36: Healthy meal calories, January 2011
- Calorie expectations in a healthy meal vary by gender and age
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- Figure 37: Healthy meal calories, by gender, January 2011
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- Figure 38: Healthy meal calories, by age, January 2011
- Affluent restaurant-goers assign higher calorie counts to a healthy meal
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- Figure 39: Healthy meal calories, by household income, January 2011
- Healthy meal calories are higher among those who are overweight
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- Figure 40: Healthy meal calories, by body composition, January 2011
- Important attributes of a healthy meal
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- Figure 41: Important attributes of a healthy meal, January 2011
- Women more likely to order healthy restaurant meals
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- Figure 42: Important attributes of a healthy meal, by gender, January 2011
- Healthy meal attributes vary significantly by age
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- Figure 43: Important attributes of a healthy meal, by age, January 2011
- Underweight diners less interested in healthy meals; overweight want lower calories
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- Figure 44: Important attributes of a healthy meal, by body composition, January 2011
Strategies for Healthy Dining
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- Key points
- Healthy ingredients help consumers make healthy dining decision
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- Figure 45: Tools consumers use to make healthy dining decisions, January 2011
- Women utilize tools to make healthy dining decisions
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- Figure 46: Tools consumers use to make healthy dining decisions, by gender, January 2011
- Common-sense tools to health dining are popular among those aged 55+
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- Figure 47: Tools consumers use to make healthy dining decisions, by age, January 2011
- Underweight diners less likely to use healthy dining tools
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- Figure 48: Tools consumers use to make healthy dining decisions, by body composition, January 2011
Attitudes Toward Restaurant Healthy Dining Options
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- Key points
- Disconnect revealed: Attitudes and actions
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- Figure 49: Attitudes toward restaurant healthy dining options, January 2011
- Men make impulsive ordering decisions
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- Figure 50: Attitudes toward restaurant healthy dining options, by gender, January 2011
- Older diners watch sodium and portion sizes
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- Figure 51: Attitudes toward restaurant healthy dining options, by age, January 2011
- Overweight restaurant-goers more likely to show concern for sodium levels
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- Figure 52: Attitudes toward restaurant healthy dining options, by body composition, January 2011
- Calorie disclosure will have minor influence
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- Figure 53: Attitudes toward restaurant healthy dining options, by gender, January 2011
- Consumers aged 65+ more inclined to stick to diet
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- Figure 54: Attitudes toward restaurant healthy dining options, by age, January 2011
- Overweight restaurant-goers are challenged to stick to diet
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- Figure 55: Attitudes toward restaurant healthy dining options, by body composition, January 2011
Cluster Analysis
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- Normal-Weight Overeaters
- Demographics
- Characteristics
- Opportunity
- Healthy Toolers
- Demographics
- Characteristics
- Opportunity
- Impulsive but Infrequent
- Demographics
- Characteristics
- Opportunity
- Characteristic tables:
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- Figure 56: Healthy dining clusters, January 2011
- Figure 57: Restaurant usage, by healthy dining clusters, January 2011
- Figure 58: Rating a healthy meal, by healthy dining clusters, January 2011
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- Figure 59: Healthy meal calories, by healthy dining clusters, January 2011
- Figure 60: Tools consumers use to make healthy dining decisions, by healthy dining clusters, January 2011
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- Figure 61: Attitudes toward restaurant healthy dining options, by healthy dining clusters, January 2011
- Figure 62: Body composition identification, by healthy dining clusters, January 2011
- Demographic tables
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- Figure 63: Healthy dining clusters, by gender, January 2011
- Figure 64: Healthy dining clusters, by age, January 2011
- Figure 65: Healthy dining clusters, by household income, January 2011
- Figure 66: Healthy dining clusters, by race, January 2011
- Figure 67: Healthy dining clusters, by Hispanic origin, January 2011
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- Figure 68: Healthy dining clusters, by education, January 2011
- Figure 69: Healthy dining clusters, by employment, January 2011
- Cluster methodology
Appendix: Trade Associations
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