Healthy Dining Trends - US

Published by: Mintel International Group Ltd.

Published: May. 1, 2009 - 78 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Data sources

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Recession causes consumers to dine out less

Spinning health on the menu

Americans continue to battle obesity

Movement towards transparent menus

Government stepping in to help Americans get healthy

Innovative efforts

Consumers want help

Health on the menu

Marketing health

Dining out offers opportunity to splurge

Focus: Yum! Brands’ KFC adapting to health trends

Healthy dining and the consumer

Where consumers dine

The disconnect—doing and believing

Taste and satiation trigger consumers to order menu items

What’s a healthy meal?

Attitudes and behaviors towards eating healthy

Who wants to know?

Healthy eaters spend more

As frequent diners, moms and dads demand health

MARKET FACTORS

Restaurant industry recession continues

Figure 1: Restaurant Performance Index, current situation, and expectations, November 2007-February 2009

All restaurant segments affected

Consumer confidence undermines willingness to spend at restaurants

Figure 2: Consumer Sentiment Index, by quarter, 2001-08

Figure 3: Restaurant spend compared to last year, February 2009

Breaking the “healthy” price barrier

Americans making healthier choices—restaurants react

Figure 4: Weighing healthy item expense, interest, and usage—adults, by presence of children, February 2009

Transparency: the new government mandate

Beware: Accurate data essential

Adapting transparency to the consumer

RESTAURANT INNOVATION: HEALTH ON THE MENU

Key points

Health defined

Freshness means healthy

Cutting the fat

Figure 5: Incidence of fat claims on the menu, Q1 2007-Q1 2009

Counting calories

Figure 6: Incidence of calorie claims on the menu, Q1 2007-Q1 2009

Food allergies—nothing to sneeze at

Figure 7: Incidence of gluten/wheat claims on the menu, Q1 2007-Q1 2009

Pinch of salt

Small bites

RESTAURANT INNOVATION: MARKETING THE HEALTHY MENU

Key points

Marketing health—where to start?

First step: The power of positive messaging

Slam dunk—market freshness

Figure 8: Incidence of fresh claims on the menu, Q1 2007-Q1 2009

Making healthy options affordable

RESTAURANT INNOVATION: MENU TRANSPARENCY

Key points

Leaders in menu transparency

Subway

Uno’s Chicago Grill

Restaurants highlighting the “healthy stuff”

Healthfulness is deceptive

RESTAURANT INNOVATION: ANTI-HEALTH

Key points

Fattening fare tempts consumers…

Figure 9: Marketing claims of new menu food and beverage items, Q1 2009

…all across the menu

Anti-health on the menu—ignorance is bliss

BRAND QUALITIES: ADAPTING TO THE HEALTH TREND

Fast food charged as culprit in obesity, forcing brands to change their image

Yum! Brands striking a balance

Revolutionizing the KFC brand

Rebranding for health

Focus on freshness

Making it affordable to eat healthy

CONSUMER RESTAURANT SEGMENT AND DAYPART USAGE

Key points

Restaurant usage, by daypart: an overview

Figure 10: Types of restaurants visited in the past month, by daypart, February 2009

Demographic analysis

Figure 11: Types of restaurants visited in the past month, by age, February 2009

Figure 12: Types of restaurants visited in the past month, by race/Hispanic origin, February 2009

Figure 13: Types of restaurants visited in the past month, by income, February 2009

Addendum: Consumer question explanation

CONSUMER DIET SELF-PERCEPTIONS AND IMPORTANCE OF EATING HEALTHY

Key points

Overview

Figure 14: Consumer diet self-perceptions, degree of healthfulness, February 2009

Figure 15: Importance of eating healthy, degree of importance, February 2009

Demographic analysis

Figure 16: Consumer diet self-perceptions and importance of eating healthy, by gender, February 2009

Figure 17: Consumer diet self-perceptions and importance of eating healthy, by age, February 2009

Figure 18: Consumer diet self-perceptions and importance of eating healthy, by income, February 2009

WEIGHING RATIONALES FOR DINING OUT: HUNGER, HEALTH, AND SATIATION

Key points

Overview

Figure 19: Breakfast and dinner ordering preferences: hunger, health, and satiation, February 2009

Demographic analysis: Breakfast ordering preferences

Figure 20: Breakfast ordering preferences: hunger, health, and satiation, by age, February 2009

Figure 21: Breakfast ordering preferences: hunger, health, and satiation, by income, February 2009

Demographic analysis: Dinner ordering preferences

Figure 22: Dinner ordering preferences: hunger, health, and satiation, by gender, February 2009

Figure 23: Dinner ordering preferences: hunger, health, and satiation, by age, February 2009

RATING A “HEALTHY MEAL” AND WEIGHING INGREDIENTS

Key points

Overview

Figure 24: Rating a “healthy” meal: freshness, taste, and satiation, February 2009

Figure 25: Important ingredient attributes of a “healthy” meal, February 2009

Demographic analysis: Healthy meal attributes

Figure 26: Rating a “healthy” meal: freshness, taste, and satiation, by age, February 2009

Figure 27: Rating a “healthy” meal: freshness, taste, and satiation, by race/Hispanic origin, February 2009

Demographic analysis: Healthy meal ingredients

Figure 28: Important ingredient attributes of a “healthy” meal, by gender, February 2009

Figure 29: Important ingredient attributes of a “healthy” meal, by age, February 2009

Figure 30: Important ingredient attributes of a “healthy” meal, by race/Hispanic origin, February 2009

Figure 31: Important ingredient attributes of a “healthy” meal, by income, February 2009

WEIGHING HEALTHY ITEM EXPENSE, INTEREST, AND USAGE

Key points

Overview

Figure 32: Weighing healthy item: expense, interest, and usage, February 2009

Demographic analysis

Figure 33: Weighing healthy item: expense, interest, and usage, by gender, February 2009

Figure 34: Weighing healthy item: expense, interest, and usage, by age, February 2009

Figure 35: Weighing healthy item: expense, interest, and usage, by race/Hispanic origin, February 2009

INTEREST IN MENU TRANSPARENCY INNOVATIONS

Key points

Overview

Figure 36: Interest in menu transparency innovations, February 2009

Demographic analysis

Figure 37: Interest in menu transparency innovations, by gender, February 2009

Figure 38: Interest in menu transparency innovations, by age, February 2009

Figure 39: Interest in menu transparency innovations, by income, February 2009

APPENDIX: ADDITIONAL CONSUMER TABLES

Figure 40: Consumer diet self-perceptions and importance of eating healthy, by race/Hispanic origin, February

2009

Figure 41: Breakfast ordering preferences: hunger, health, and satiation, by household size, February 2009

Figure 42: Dinner ordering preferences: hunger, health, and satiation, by income, February 2009

Figure 43: Rating a “healthy” meal: freshness, taste, and satiation, by income, February 2009

Figure 44: Important ingredient attributes of a “healthy” meal, by household size, February 2009

Figure 45: Weighing healthy item: expense, interest, and usage, by income, February 2009

APPENDIX: TRADE ASSOCIATIONS

Abstract

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