CHICAGO, Aug. 28, 2014 /PRNewswire/ -- Most Americans
would agree that eating healthfully should be a priority in their
daily life, but what truly drives consumers to choose healthy items
over the potentially more enticing, yet unhealthy options? What
would entice them to try something new, or are consumers still in
the mind-set that restaurant visits don't warrant healthy eating?
New Mintel research finds that more often than not, diners eat with
their eyes, not their stomachs—as about 38% of adults agree that if
a healthy menu item sounds tasty in the menu description, they are
more likely to order it.
Moreover, some 27% of consumers say they like to order healthy
meals with ingredients they are familiar with. According to
Katrina Fajardo, foodservice analyst
at Mintel, "For consumers who are often on the fence for healthy or
indulgent eating, familiarity can help ease them into healthier
choices, rather than alienating them with superfoods they have not
heard of or have a reputation for lackluster taste."
So how do Americans define healthy dining? Nine percent agree a
menu item that includes a "gluten-free" mention denotes a healthy
choice, down from 10% last year and 39% think entrees with more
fruits and vegetables come across as healthy. Meanwhile, 37%
believe an item with a low calorie count is a healthy option and
34% think a dish with less sodium is considered healthy.
Katrina notes:
"One of the possible reasons for consumers' indecisiveness on
healthy foods in foodservice is the fact that foodservice still has
the stigma of being unhealthy, regardless of what is ordered. As a
result of the numerous exposes showing the real caloric counts in
salads, sandwiches, and other menu items deemed as 'healthy,'
consumers are conflicted with the idea that a restaurant could
offer real, healthy items. In addition, the overwhelming amount of
healthy-eating knowledge available for consumers can be
overbearing, and skew the way they are personally defining health.
For operators, this is a difficult position to be in. However, if
the menu items are described well, and are made with familiar
items, it could help entice customers who are seeking a healthy
meal."
Nearly one out of every four US consumers (24%) is not
interested in eating healthfully when they go out to eat, because
they view away-from-home visits as a treat. Similarly, about a
quarter of consumers (24%) mentioned that they look at the more
healthy options, but opt for the unhealthy meals instead.
"While this may sound like operators don't necessarily need to
pander toward the health-minded visitors, there is still a sizeable
number of consumers who are willing to purchase healthy foods,"
Katrina concludes. "Operators who do not have a foundation in
healthy offerings should continue to offer their traditional fare,
but create menu items that are either lower-calorie items,
customized versions of main meals, or add locally-sourced or
organic ingredients to items in order to boost consumer's
perceptions of health on the menu without needing a full menu
overhaul."
About Mintel
Mintel is a leading global supplier of consumer, product and
media intelligence. For more than 40 years, Mintel has provided
insight into key worldwide trends, offering exclusive data and
analysis that directly impacts client success. With offices in
Chicago, India, London, Malaysia, New
York, Sao Paulo,
Shanghai, Singapore, Sydney, Tokyo
and Toronto Mintel has forged a unique reputation as a
world-renowned business brand. For more information on Mintel,
please visit www.mintel.com.
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SOURCE Mintel Group