Table of Contents
Executive Summary
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- The issues
- Consumers are focused on eating healthier
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- Figure 1: Attitudes and Opinions about Diet and Health, February 2014-March 2015
- While focused on health, fast food is a regular reality for many
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- Figure 2: Types of restaurants consumers visit, April 2015
- Consumers dine at home more, because it’s healthier
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- Figure 3: Changes in eating behaviors, more, April 2015
- The opportunities
- Older consumers want specific guidance to help with their dietary needs
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- Figure 4: Attitudes toward healthy menu descriptors, by generation, April 2015
- Hispanics need more information to eat healthier
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- Figure 5: Behaviors associated with beverages in restaurants, by Hispanic origin, April 2015
- A balanced diet requires both fruits and vegetables
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- Figure 6: Attitudes about eating healthy in restaurants, by age of children in household, April 2015
- What it means
The Market – What You Need to Know
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- Despite a desire for better health, consumers still visit fast food places the most
- Consumers find it difficult to dine healthy when out with friends
- Consumers find healthier foods to be expensive
Market Factors
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- Consumers want to be healthier
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- Figure 7: Attitudes and Opinions about Diet and Health, February 2014-March 2015
- Consumers dine out frequently and fast food is affordable
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- Figure 8: Types of restaurants consumers visit, April 2015
- Healthier foods must be more affordable, especially for younger consumers
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- Figure 9: Median household income in US dollars, by age of householder, 2013
- Obesity continues to plague Americans
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- Figure 10: Percentage of men aged 20 or older who are obese, by age and obesity 1* grade, 2009-12
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- Figure 11: Percentage of women aged 20 or older who are obese, by obesity 1* grade, 2009-12
Key Players – What You Need to Know
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- Foodservice is focusing more on health
- The customization of restaurant foods is extending to specific diets
- Consumers are focused on the purity of their foods
What’s Working?
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- Foodservice marketers focus on health
What’s Next?
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- Dietitian-approved restaurant meals
- Natural and minimally processed foods
- Keep a watchful eye on sodium
The Consumer – What You Need to Know
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- Consumers say they want to eat healthier but still visit fast food restaurants frequently
- More people are eating at home because it’s healthier
- Consumers need more menu information to make better choices
Consumers Visit Fast Food Most Often, Despite Focus on Health
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- Older Millennials gravitate to a variety of restaurant types
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- Figure 12: Types of restaurants consumers visit, April 2015
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- Figure 13: Types of restaurants consumers visit, by generation, April 2015
Affordability Drives Fast Food Sales
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- Higher income leads to higher interest in natural foods
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- Figure 14: Types of restaurants consumers visit, by gender and age, Men, April 2015
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- Figure 15: Types of restaurants consumers visit, by gender and age, Women, April 2015
- Figure 16: Changes in eating behaviors at restaurants, More, ages 18-34 by income. April 2015
Consumers Clean Their Plates
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- They find it hard to eat healthy when dining with friends
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- Figure 17: Attitudes about eating healthy in restaurants, by age, April 2015
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- Figure 18: Eating habits while dining out, by age, April 2015
Eating at Home More for Health
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- Consumers looking for better control of their diets
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- Figure 19: Changes in eating behaviors at restaurants, more, April 2015
Consumers Drawn to “Fresh” Descriptors
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- Older consumers seek descriptors to help with diets
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- Figure 20: Attitudes toward healthy menu descriptors, by generation, April 2015
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- Figure 21: Healthy menu descriptors preferred, by gender, April 2015
Beverages are an Easy Way for Women to Cut Calories
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- Soda continues to decline and beverages resonate less with women than men
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- Figure 22: Attitudes regarding beverages in restaurants, by gender, April 2015
Middle Income Earners Want More Menu Information
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- A higher income makes eating healthy more affordable
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- Figure 23: Attitudes about eating healthy in restaurants, by income, April 2015
Parents Seek Purer Foods for Younger Children
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- Fathers have more income to eat healthy than mothers do
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- Figure 24: Attitudes about eating healthy in restaurants, by parents, April 2015
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- Figure 25: Healthy menu descriptors preferred, by age of children in household, April 2015
Social Media Users are Frequent Restaurant Visitors
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- Social media users visit restaurants more often and are more discerning
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- Figure 26: Frequency of restaurant visits, by use of social media, April 2015
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- Figure 27: Healthy eating attitudes, by use of social media, April 2015
More Interest in Vegetables than Fruit
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- Parents of young children lean towards veggies and meat
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- Figure 28: Attitudes about eating healthy in restaurants, by age, April 2015
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- Figure 29: Attitudes about eating healthy in restaurants, by age of children in household, April 2015
Hispanics Engage in More Healthy Eating Behaviors
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- But they need more information about what eating healthy means
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- Figure 30: Changes in eating behaviors at restaurants, More, by Hispanic origin, April 2015
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- Figure 31: Behaviors associated with beverages in restaurants, by Hispanic origin, April 2015
Profiles of Consumers Paying More for Healthy Foods
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- Healthy-minded parents focused on fresh are a good target
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- Figure 32: Changes in Restaurant Eating Behaviors – CHAID – Tree output, April 2015
- Four consumer groups willing to pay more for healthier foods
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- Figure 33: Changes in restaurant eating behavior– CHAID – Table output, April 2015
Menu Analysis – Healthy Dining Trends
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- Key points
- Leading preparations include healthy-positioned methods
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- Figure 34: Leading preparations of ingredients on menus, Q1 2012-Q1 2015
- Vegetarian and gluten-free menus increase
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- Figure 35: Leading types of menus at restaurants, Q1 2012-Q1 2015
- Menu claims focus on lighter fare and minimally processed foods
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- Figure 36: Leading ingredients claims on restaurant menus, Q1 2012-15
- Most menu items don’t have claims, a missed opportunity to convey information to consumers
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- Figure 37: Specified menu item claims, Q1 2012-Q1 2015
- Use menu to inform consumers with detailed information
Appendix – Data Sources, CHAID Methodology, and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Mintel Menu Insights
- CHAID analysis methodology
- Abbreviations and Terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 38: US median household income, in inflation-adjusted dollars, 2003-13
- Figure 39: Median household income of families with children, in inflation-adjusted dollars, 2003-13
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Appendix – Consumers
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- Figure 40: Median household income, by age of householder, 2013
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- Figure 41: Median household income, by type of household, 2013
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- Figure 42: Percent of people aged 20 or older who are obese, by gender and age, and obesity grade, 2009-12
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