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Attitudes towards Healthy Dining Out of Home - UK - September 2015

Attitudes towards Healthy Dining Out of Home - UK - September 2015

"Despite the attention attracted by healthy eating, the emphasis needs to be on taste first and health second in the foodservice, as eating out remains a leisure activity at heart."

– Helena Childe, Senior Foodservice Analyst

This report covers the following areas:

Offering a range of portion sizes can offer a compromise between leisure and health priorities
Better menu labelling could appeal to health-focused diners
Positive nutrition
Visual cues and tableside preparation can promote fresh ingredients and add to the experience


OVERVIEW
What you need to know
Topics covered in this report
EXECUTIVE SUMMARY
The market
Launch activity and innovation
The consumer
Figure 1: Factors influencing dish choice, June 2015
Figure 2: Occasions on which diners choose healthier meals, June 2015
Figure 3: Perceived importance for better-for-you dish attributes, June 2015
Figure 4: Attitudes towards healthy dining out of home, June 2015
Figure 5: Correspondence analysis – Qualities associated with selected dish descriptions, July 2015
What we think
ISSUES & INSIGHTS
Offering a range of portion sizes can offer a compromise between leisure and health priorities
Better menu labelling could appeal to health-focused diners
Positive nutrition
Visual cues and tableside preparation can promote fresh ingredients and add to the experience
THE MARKET
What you need to know
Healthy eating is on the agenda at home but deprioritised when eating out
The Public Health Responsibility Deal
Spotlight on sugar moves into the foodservice arena in 2015
Improvements in financial health could help bolster interest in healthy dining
Market drivers
Healthy eating is on the agenda at home but deprioritised when eating out
The Public Health Responsibility Deal
Spotlight on sugar moves into the foodservice arena in 2015
Improving financial health could bolster interest in healthy dining
KEY PLAYERS
What you need to know
Ethnic flavours make healthy dishes interesting
Stripping out the bad
Positive nutrition
The rise of vegetables
‘A brand that cares about my health/wellbeing’ and ‘healthy’ brand associations
Market Segmentation
Launch activity and innovation
Ethnic flavours make healthy dishes interesting
Stripping out the bad
Positive nutrition
The rise of vegetables
Brand research
‘A brand that cares about my health/wellbeing’
Figure 6: Selected foodservice brands, by association with ‘a brand that cares about my health/wellbeing’, 2013-15
‘Healthy’
Figure 7: Selected foodservice brands, by association with ‘healthy’, 2013-15
Methodology
Market share
Better-for-you positioning
Figure 8: Selected restaurant chains/operators, positioned as better-for-you, by outlet numbers, 2015
Expansion plans
THE CONSUMER
What you need to know
Over half of diners do not want to be reminded about health when eating out
Taste is the key motivator for two thirds of diners
Few diners rate healthiness/better-for-you considerations as important in their dish choice
Healthy nutritional ‘tweaks’ are off-putting for some
‘Healthy’ dishes are seen as natural but also bland
Fresh ingredients sway four in 10 diners
‘Freshness’ has strong associations with ‘better-for-you’
‘Freshly-made’ dishes beat ‘healthy’ ones in being seen as exciting and worth paying more for
Healthy dishes could motivate more frequent dining out of home
Factors influencing dish choice
Taste is the key motivator for two thirds of diners
Figure 9: Factors influencing dish choice, June 2015
Half of diners look for something that they do not make at home
Fresh ingredients sway four in 10 diners
Few diners rate healthiness/better-for-you considerations as important in their dish choice
Occasions on which diners choose healthier meals
Interest in healthier dishes peaks for lunches
Low interest in healthy breakfasts
Healthy dining demands at dinner
Figure 10: Occasions on which diners choose healthier meals, June 2015
Perceived importance of ‘better-for-you’ dish attributes
‘Freshness’ has strong associations with ‘better-for-you’
Tangible factors prove most compelling
Figure 11: Perceived importance for better-for-you dish attributes, June 2015
Attitudes towards healthy dining out-of-home
Over half of diners do not want to be reminded about health when eating out
Figure 12: Attitudes towards healthy dining out of home, June 2015
Healthy nutritional ‘tweaks’ are off-putting for some
Demand for Guiding Choice
Healthy dishes could motivate more frequent dining out of home
Consumer perceptions of dish labels
‘Healthy’ dishes are seen as natural but also bland
‘Freshly-made’ dishes are more likely than ‘healthy’ ones to be seen as exciting and worth paying more for
Gluten-free dishes are seen as unappealing
Figure 13: Correspondence Analysis – Qualities associated with selected dish descriptions, July 2015
Figure 14: Qualities associated with selected dish descriptions, July 2015
APPENDIX
Data sources, abbreviations and supporting information
Abbreviations
Methodology
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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