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Healthy Dining Trends - US - July 2013

“In June 2013, the American Medical Association recognized obesity as a disease, a change that makes the need for healthful restaurant options more vital than ever. Diners still see dining out as time to indulge, which means the foodservice industry needs to do more to hit both menu marks to create appealing “craveable” foods that are healthful. This balance requires innovation, and Mintel’s new research shows varied portion sizes, healthful recipe additions and appealing menu copy are just a few of the ways diners will pay more attention to better health when eating in restaurants.”

– Kathy Hayden, Foodservice Analyst

Some questions answered in this report include:

  • What is the restaurant industry’s role in helping to reverse the U.S. obesity epidemic?
  • How do customers define healthy dining?
  • What are more ways restaurants present better “better-for-you” ideas?
  • How does the consumer rank taste compared to health?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • The healthy dining consumer
                      • Figure 1: Calorie perceptions for healthy meals, April 2013
                      • Figure 2: Defining healthy dining, April 2013
                      • Figure 3: Drivers for unhealthy meal selection, April 2013
                    • Nutritional claims on restaurant menus are increasing
                      • Figure 4: Number of nutritional ingredient claims, by restaurant segment, June 2013
                    • Competitive context
                      • What we think
                      • Issues and Insights

                          • What is the restaurant industry’s role in helping to reverse the U.S. obesity epidemic?
                            • Analyst insights
                              • How do customers define healthy dining?
                                • Analyst insights
                                  • What are more ways restaurants present better “better-for-you” ideas?
                                    • Analyst insights
                                      • How does the consumer rank taste compared to health?
                                        • Analyst insights
                                        • Market Drivers

                                          • Consumer confidence
                                            • Figure 5: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                          • Unemployment
                                            • Figure 6: U.S. Unemployment Rate, by month, 2002-13
                                            • Figure 7: U.S. Unemployment and underemployment rates, 2007-13
                                            • Figure 8: Number of employed civilians in U.S., in thousands, 2007-13
                                          • Food cost pressures
                                            • Figure 9: Changes in USDA Food Price Indexes, 2011 through May 24, 2013
                                          • The restaurant industry outlook
                                          • Health Is an Additional Market Concern

                                            • Obesity rates
                                              • Figure 10: U.S. Obesity, by age group, 2008 and 2012
                                            • Childhood and teen obesity – highest in decades
                                              • Figure 11: Prevalence of obesity among children and adolescents aged 2–19, 1971–2010
                                            • Pending calorie counts on menus
                                              • Other legislative pressures
                                              • Trend Application

                                                  • Inspire Trend: Guiding Choice
                                                    • Inspire Trend: Moral Brands
                                                      • Inspire Future Trend: Brand Intervention
                                                      • Competitive Context

                                                        • Grocery, retail competition
                                                          • Competition from within: “Under XXX” calories menus
                                                            • A new breed of health food restaurants
                                                            • The QSR Sandwich Restaurant Segment

                                                              • Key points
                                                                • QSR sandwich segment gets competition from traditional fast food
                                                                    • Figure 12: Top Ingredient nutritional claims in QSR sandwich segment, June 2013
                                                                    • Figure 13: Desired improvements for quick service restaurants, May 2013
                                                                • Casual Dining

                                                                  • Key points
                                                                    • Casual restaurants lead in the “Under XXX” calories strategy
                                                                        • Figure 14: Top Ingredient nutritional claims in casual dining segment, June 2013
                                                                        • Figure 15: Attitudes toward casual dining restaurants, by gender, April 2012
                                                                    • Fast Casual

                                                                      • Key points
                                                                        • Fast casual sees a wave of emerging brands
                                                                            • Figure 16: Top Ingredient nutritional claims in fast casual dining segment, June 2013
                                                                            • Figure 17: Important attributes for fast casual restaurants, June 2012
                                                                        • Mintel Menu Insights and Analysis

                                                                          • Key points
                                                                            • Finding the right words: A better BFY lexicon
                                                                              • Adding, not subtracting, ingredients
                                                                                • Smaller portions offer more better-for-you menu ideas
                                                                                  • Embracing a Mediterranean approach
                                                                                  • Cleaning Up Kids’ Menus

                                                                                    • Key points
                                                                                        • Figure 18: Top Children’s Menu Items, Q1 2010 vs. Q1 2013
                                                                                      • Restaurants provide nearly 50% of consumers’ meals
                                                                                        • Elevating the quality of kids’ meals
                                                                                        • Innovations and Innovators

                                                                                          • Hold the beef for big changes
                                                                                            • A technical assist for BFY takeout
                                                                                            • Marketing Strategies

                                                                                              • Overview of the brand landscape
                                                                                                • Applebee’s calorie counting
                                                                                                  • Figure 19: Applebee’s “Under 550” calorie campaign, 2013
                                                                                                • Olive Garden’s “Under XXX” calories strategy
                                                                                                  • Figure 20: Olive Garden’s Lighter fare menu, 2013
                                                                                                • Subway is not fried
                                                                                                  • Figure 21: Subway’s Fresh Fit Meal, 2013
                                                                                                • Healthful and craveable: Cold Stone Creamery
                                                                                                  • Figure 22: Cold Stone Creamery’s new frozen yogurt, 2013
                                                                                                • Dunkin’ Donuts’ turkey sausage breakfast sandwich
                                                                                                  • Figure 23: Dunkin Donuts’ turkey sausage breakfast sandwich
                                                                                                • McDonald’s egg white breakfast sandwich
                                                                                                  • Figure 24: McDonald’s egg white breakfast sandwich
                                                                                                • Burger King: very stealth health
                                                                                                  • Print ads feature aspiration, not deprivation
                                                                                                    • Social media starts BFY buzz
                                                                                                    • Consumer Opinions About Eating Healthfully

                                                                                                      • Key points
                                                                                                          • Figure 25: Opinions on healthy eating, by gender, October 2011-November 2012
                                                                                                      • The Foodservice Consumer – Defining Healthy Dining

                                                                                                        • Key points
                                                                                                          • Calorie counts remain consistent
                                                                                                              • Figure 26: Calorie perceptions for healthy meals, by gender, April 2013
                                                                                                              • Figure 27: Calorie perceptions for healthy meals, by age, April 2013
                                                                                                            • Common sense improvements create BFY appeal
                                                                                                                • Figure 28: Defining healthy dining, by gender, April 2013
                                                                                                                • Figure 29: Defining healthy dining, by age, April 2013
                                                                                                                • Figure 30: Defining healthy dining, by household income, April 2013
                                                                                                              • Industry criteria for healthy dining in restaurants
                                                                                                              • The Foodservice Consumer – Finding Healthy Dining

                                                                                                                • Key points
                                                                                                                  • Women more likely to order healthful menu items
                                                                                                                    • Figure 31: Restaurant usage and healthy menu item selection, by gender, April 2013
                                                                                                                  • Age affects healthy menu usage
                                                                                                                    • Figure 32: Restaurant usage and healthy menu item selection, by age, April 2013
                                                                                                                • The Foodservice Consumer – Healthy Dining Drivers

                                                                                                                  • Key points
                                                                                                                    • Fear of frying drives restaurant choice
                                                                                                                      • Figure 33: Choosing healthy dining options, by gender, April 2013
                                                                                                                    • Making BFY menu choices
                                                                                                                      • Common sense steps help consumers make BFY menu choices
                                                                                                                        • Figure 34: Choosing healthy dining options, April 2013
                                                                                                                    • The Foodservice Consumer – Attitudes Toward Healthy Dining

                                                                                                                      • Key points
                                                                                                                        • Menu descriptions and smaller portion sizes important
                                                                                                                            • Figure 35: Consumer attitudes toward healthy dining, by gender, April 2013
                                                                                                                            • Figure 36: Consumer attitudes toward healthy dining, by age, April 2013
                                                                                                                        • The Foodservice Consumer – Unhealthy Meal Drivers

                                                                                                                          • Key points
                                                                                                                            • Consumers want indulgence on a smaller scale
                                                                                                                                • Figure 37: Drivers for unhealthy meal selection, by gender, April 2013
                                                                                                                                • Figure 38: Drivers for unhealthy meal selection, by age, April 2013
                                                                                                                            • Final Insights

                                                                                                                                • Healthy = delicious
                                                                                                                                  • Less frying
                                                                                                                                    • Make healthier items attractive – both in price and presentation
                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                        • Figure 39: Calorie perceptions for healthy meals, by age, April 2013
                                                                                                                                        • Figure 40: Calorie perceptions for healthy meals, by household income, April 2013
                                                                                                                                        • Figure 41: Calorie perceptions for healthy meals, by household size, April 2013
                                                                                                                                        • Figure 42: Calorie perceptions for healthy meals, by generations, April 2013
                                                                                                                                        • Figure 43: Defining healthy dining, by race/Hispanic origin, April 2013
                                                                                                                                        • Figure 44: Drivers for unhealthy meal selection, by restaurant usage, April 2013
                                                                                                                                        • Figure 45: Drivers for unhealthy meal selection, by restaurant usage, April 2013
                                                                                                                                        • Figure 46: Choosing healthy dining options, by age, April 2013
                                                                                                                                        • Figure 47: Opinions about healthy eating, by gender and age, October 2011-November 2012
                                                                                                                                        • Figure 48: Restaurant usage and healthy menu item selection, by age, April 2013
                                                                                                                                        • Figure 49: Restaurant usage and healthy menu item selection, by household income, April 2013
                                                                                                                                        • Figure 50: Restaurant usage and healthy menu item selection, by marital/relationship status, April 2013
                                                                                                                                        • Figure 51: Restaurant usage and healthy menu item selection, by household size, April 2013
                                                                                                                                        • Figure 52: Restaurant usage and healthy menu item selection, by presence of children in household, April 2013
                                                                                                                                        • Figure 53: Opinions about healthy eating, by race/Hispanic origin, October 2011-November 2012
                                                                                                                                        • Figure 54: Opinions about healthy eating, by presence of children in household, October 2011-November 2012
                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                      Companies Covered

                                                                                                                                      • Applebee's International Inc.
                                                                                                                                      • Chipotle Mexican Grill Inc.
                                                                                                                                      • CKE Restaurants Inc.
                                                                                                                                      • Einstein Noah Restaurant Group Inc.
                                                                                                                                      • McDonald's U.S.A.
                                                                                                                                      • Panera Bread Company
                                                                                                                                      • Subway
                                                                                                                                      • The Wendy's Company
                                                                                                                                      • USA Today
                                                                                                                                      • Washington Post Company (The)

                                                                                                                                      Healthy Dining Trends - US - July 2013

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