Table of Contents
Executive Summary
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- The issues
- In an effort to be healthy, consumers are eating at home and ordering fewer CSDs
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- Figure 1: Restaurant behavior changes compared to one year ago, December 2015
- While consumers are concerned with health, many dine out as a treat
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- Figure 2: Healthy dining statement agreement, any agree, December 2015
- Older diners are not willing to pay more for health
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- Figure 3: Healthful descriptor interest, would pay more, December 2015
- The opportunities
- Most diners are stressed for time
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- Figure 4: Attitudes towards health, “I don’t often have time to prepare/eat healthy meals”, any agree, Spring 2012-15
- Opportunity for more healthful beverages
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- Figure 5: Restaurant beverage attitudes, December 2015
- Market healthful substitutions to reach consumers
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- Figure 6: Healthy dining motivators, December 2015
- Diners are most willing to pay for more antibiotic-free and high protein foods
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- Figure 7: Healthful descriptor interest, would pay more, December 2015
- What it means
The Market – What You Need to Know
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- Americans are struggling with health issues
- Government guidelines and new laws shape how consumers eat
- The changing definition of “health”
Market Perspective
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- Foodservice Trend: Extreme Living Balance or Bust
Market Factors
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- Health in America by the numbers
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- Figure 8: Percent of adults aged 18+ who are obese*, 2011-13
- Figure 9: Percent of students in grades 9-12 who are obese, 2001-12
- Figure 10: Number of Americans with diagnosed diabetes, 2000-14
- New health guidelines and regulations
- The fluidity of health
Key Players – What You Need to Know
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- Restaurants are highlighting what doesn’t go in their food
- Expect food safety to be a topic of interest throughout 2016
- New health-specific restaurants enter the market
What’s Working?
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- Free-from goes mainstream
- Juice as a CSD alternative
- Happy healthful kids
What’s Struggling?
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- Healthy does not equal safe
- Chicken in every pot; the decline of red meat
- Sugary soda struggles
What’s Next?
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- Vegetables become the star ingredient
- Specific health-focused restaurants
- Grab ‘n go health
- Emerging tech forces accountability
MMI Analysis
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- Healthy descriptors grow while healthy menus shrink
- Menu descriptors reflect changing perceptions of health
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- Figure 11: % growth of the top 10 ingredient health descriptors, Q4 2012-Q4 2015
The Consumer – What You Need to Know
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- There is a desire for health but consumers are stressed
- Diners are interested in making substitutions
- A percentage of diners will pay more for health
- Antibiotic-free and high protein are among the most profitable descriptors
Consumer Health Overview
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- Consumers want to be healthy but are rushed for time
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- Figure 12: Attitudes towards health, “I don’t often have time to prepare/eat healthy meals”, any agree, Spring 2012-15
- Too much information leaves consumers confused
- Veggies everywhere
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- Figure 13: Attitudes towards health, “I am a vegetarian”, any agree, Spring 2012-15
Healthy Behavior Changes
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- What’s good for diners isn’t good for restaurants
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- Figure 14: Restaurant behavior changes compared to one year ago, December 2015
- Parents tend to focus on health; Dads turn to restaurants for utility
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- Figure 15: Restaurant behavior changes compared to one year ago, more than last year, December 2015
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- Figure 16: Statement agreement, any agree, December 2015
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- Figure 17: Restaurant behavior changes compared to one year ago, more than last year, December 2015
- Figure 18: Restaurant beverages attitudes, December 2015
- Healthy changes by region
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- Figure 19: Restaurant behavior changes compared to one year ago, more than last year, December 2015
Healthy Claim Appeal
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- Interest high in low trans-fat, whole grains but consumers will pay for antibiotic-free and more protein
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- Figure 20: Healthful descriptor interest, December 2015
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- Figure 21: Healthful descriptor interest, would pay more for gluten-free, December 2015
- Older diners want healthy foods…but are not willing to pay more for it
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- Figure 22: Healthful descriptor interest, would pay more, December 2015
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- Figure 23: Healthy dining encouragers, December 2015
Beverages – Market for Low Sugar/Natural Drinks
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- Entice consumers with CSD alternatives
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- Figure 24: Restaurant beverage attitudes, December 2015
- CHAID Analysis – Flavored waters
- Methodology
- Market flavored waters to young parents
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- Figure 25: Restaurant beverage attitudes – CHAID – Tree output, December 2015
- Fine dining and coffee shop/beverage visitors most interested in healthful drinks
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- Figure 26: Restaurant beverage attitudes, December 2015
Healthy Dining Motivators
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- Consumers are most interested in making healthful substitutions
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- Figure 27: Healthy dining motivators, December 2015
- Women express more interest in healthy motivators
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- Figure 28: Healthy dining motivators, December 2015
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- Figure 29: Healthy dining motivators, December 2015
Consumers and Healthy Dining
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- Consumers are looking for guidance when they dine out
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- Figure 30: Healthy dining statement agreement, any agree, December 2015
- Young men turn to exercise for health
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- Figure 31: Healthy dining statement agreement, any agree, December 2015
- Healthy item price is a huge barrier for lower income diners
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- Figure 32: Healthy dining statement agreement, many healthy dishes are too expensive, any agree, December 2015
- Urbanites are among the ultra-healthy
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- Figure 33: Healthy dining statement agreement, any agree, many healthy dishes are too expensive, December 2015
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- Figure 34: Healthy dining motivators, December 2015
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- Figure 35: Healthful descriptor interest, would pay more for, December 2015
- QSR diners are noticeably less interested in health
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- Figure 36: Healthy dining statement agreement, any agree, many healthy dishes are too expensive, December 2015
Key Driver Analysis
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- Methodology
- Who is willing to pay more for healthful foods?
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- Figure 37: Key drivers of willingness to pay more for healthy foods when dining out, December 2015
The Healthy Diner
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- Certain diners will pay a premium for health
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- Figure 38: Healthful descriptor interest, interested in and would pay more, December 2015
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- Figure 39: Restaurant beverage attitudes, December 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Figure 40: Attitudes towards health, “I don’t often have time to prepare/eat healthy meals”, any agree, Spring 2012-15
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- Figure 41: Attitudes towards health, “I am a vegetarian”, any agree, Spring 2012-15
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Appendix – CHAID
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- Figure 42: beverages at restaurants – CHAID – Table output, December 2016
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Appendix – Key Driver Analysis
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- Interpretation of results
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- Figure 43: Key drivers of willingness to pay more for healthy foods when dining out – Key driver output, December 2015
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