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- Healthy Dining Trends - US - May 2011
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- How can restaurants help visitors align their healthy dining intentions and actions?
- What are the potential effects of the governments mandate for menu transparency?
- How can restaurants effectively market a healthy menu?
- What calorie range are eaters expecting from a healthy restaurant meal?
- What are the key factors affecting menu choice among US consumers?
- What are current operators doing in terms of menu development and promotion and marketing of healthy options?
The report includes analysis of consumer health trends affecting the restaurant industry, and it explores industry adaptation to those needs.
Scope and Themes
What you need to know
Definition
Data sources
Mintel Menu Insights
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The recession may have derailed healthy dining habits
Being overweight is the norm in America
Healthy meals for kids a vital necessity
Government mandating menu transparency
Developing healthy menus requires finesse
Marketing the healthy menu
Insights and Opportunities
Help restaurant-goers align their intentions and actions
Health has to taste good
Healthy meal calorie ranges promote an inclusive menu approach
Smaller portions at smaller prices meet all lifestyle choices
Inspire Insights
Trend—Supernanny State
Consider this
Bottom line
Market Drivers
Restaurant industry emerging from the recessionary dust cloud
Figure 1: NRA performance indices, January 2009-March 2011
Restaurant sales continue to climb
Figure 2: Adjusted foodservice and drinking places sales, January 2008-March 2011
Unemployment and underemployment still high
Figure 3: Unemployment and underemployment rates, January 2007-April 2011
Consumers have more cash, but confidence comes in waves
Figure 4: Real disposable personal income, January 2007-March 2011
Figure 5: Consumer Sentiment Index, March 2007-April 2011
Obesity rates steady, but still high
Figure 6: Age-adjusted prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
Overweight is the new normal
Majority of adults are watching diet
Figure 7: Incidence of watching diet, 2008-10
Childhood obesity continues to accelerate
Figure 8: Prevalence of obesity among children aged 2-19, 1988-2008
Call to action
Government intervention in healthy dining
Will calorie disclosures count?
Marketing Strategies
Overview: Marketing the healthy menu movement
Menu development
Television ads
Subway
Figure 9: Subway television ad, May 2010
Applebee’s
Figure 10: Applebee’s television ad, January 2011
Figure 11: Applebee’s television ad, December 2010
Cultivating a following through social media
Dunkin’ Donuts
Chipotle
Restaurant websites are an important tool in marketing health
Figure 12: Healthydiningfinder.com monthly people, March 2010-February 2011
Figure 13: Demographic index* for healthydiningfinder.com, by income, April 2010
Menu Insights Analysis: Healthy Claims
Overview
Tread with caution when using nutritional claims on menus
Figure 14: Top 10 ingredient nutritional claims, by incidence, Q4 2007-Q4 2010
Natural, organic menu items command higher prices
Figure 15: Top 10 ingredient nutritional claims, by incidence and price, Q4 2007-Q4 2010
Top menu descriptors exude comfort appeal
Figure 16: Top 10 menu item claims, by incidence, Q4 2007-Q4 2010
Menu Insights Analysis: Healthy Preparation Methods
Overview
Grilling for health
Figure 17: Top 10 ingredient preparation methods, by incidence, Q4 2007-Q4 2010
Menu Insights Analysis: The Beverage Menu
Overview
More milk on restaurant beverage menus
Figure 18: Top 10 nonalcoholic beverages, by incidence, Q4 2007-Q4 2010
Sugar-free focus
Figure 19: Top 5 nutritional claims of nonalcoholic beverages, by incidence, Q4 2007-Q4 2010
Menu Insights Analysis: Health on the Kids’ Menu
Overview
Create balance on kids’ menus
Figure 20: Top 10 ingredient preparation methods on kids’ menus, by incident, Q4 2007-Q4 2010
Special attention for healthy foods that appeal to little diners
Restaurant Usage
Key points
Restaurants achieve widespread usage
Figure 21: Restaurant usage, January 2011
Fast food dominates restaurant usage in all dayparts
Figure 22: Types of restaurants visited in the past month, by daypart, January 2011
Quick service is the most frequently visited type of restaurant
Figure 23: Number of restaurant visits in the past month, January 2011
Men have stronger frequency of use for all restaurant types than women
Figure 24: Number of restaurant visits in the past month, by gender, January 2011
Under-25s have highest frequency of use for all restaurant types
Figure 25: Number of restaurant visits in the past month, by age, January 2011
Consumer Body Composition
Key points
Majority of people consider themselves normal weight
Figure 26: Body composition identification, January 2011
More women say they are overweight
Figure 27: Body composition identification, by gender, January 2011
Those who are younger than 25 most likely to say they are normal weight
Figure 28: Body composition identification, by age, January 2011
Dining Out Drivers
Key points
Taste and satiation trump health in driving menu choice
Figure 29: Menu ordering drivers, January 2011
Men are more likely to treat themselves to big meals, while women eat healthy meals
Figure 30: Menu ordering drivers, by gender, January 2011
Affluent restaurant-goers want to order great tasting, healthy meals
Figure 31: Menu ordering drivers, by household income, January 2011
Overweight restaurant-goers are the least interested in ordering healthy meals
Figure 32: Menu ordering drivers, by body composition, January 2011
A Definition of Healthy
Key points
Healthy meals rank higher in freshness than average restaurant meals
Figure 33: Rating a healthy meal, January 2011
Under-25s perceive healthy meals as fresher than the average restaurant meal
Figure 34: Rating a healthy meal, by age, January 2011
Underweight diners are more likely to rate healthy meals higher
Figure 35: Rating a healthy meal, by body composition, January 2011
The magic number of calories in a healthy meal: 510
Figure 36: Healthy meal calories, January 2011
Calorie expectations in a healthy meal vary by gender and age
Figure 37: Healthy meal calories, by gender, January 2011
Figure 38: Healthy meal calories, by age, January 2011
Affluent restaurant-goers assign higher calorie counts to a healthy meal
Figure 39: Healthy meal calories, by household income, January 2011
Healthy meal calories are higher among those who are overweight
Figure 40: Healthy meal calories, by body composition, January 2011
Important attributes of a healthy meal
Figure 41: Important attributes of a healthy meal, January 2011
Women more likely to order healthy restaurant meals
Figure 42: Important attributes of a healthy meal, by gender, January 2011
Healthy meal attributes vary significantly by age
Figure 43: Important attributes of a healthy meal, by age, January 2011
Underweight diners less interested in healthy meals; overweight want lower calories
Figure 44: Important attributes of a healthy meal, by body composition, January 2011
Strategies for Healthy Dining
Key points
Healthy ingredients help consumers make healthy dining decision
Figure 45: Tools consumers use to make healthy dining decisions, January 2011
Women utilize tools to make healthy dining decisions
Figure 46: Tools consumers use to make healthy dining decisions, by gender, January 2011
Common-sense tools to health dining are popular among those aged 55+
Figure 47: Tools consumers use to make healthy dining decisions, by age, January 2011
Underweight diners less likely to use healthy dining tools
Figure 48: Tools consumers use to make healthy dining decisions, by body composition, January 2011
Attitudes Toward Restaurant Healthy Dining Options
Key points
Disconnect revealed: Attitudes and actions
Figure 49: Attitudes toward restaurant healthy dining options, January 2011
Men make impulsive ordering decisions
Figure 50: Attitudes toward restaurant healthy dining options, by gender, January 2011
Older diners watch sodium and portion sizes
Figure 51: Attitudes toward restaurant healthy dining options, by age, January 2011
Overweight restaurant-goers more likely to show concern for sodium levels
Figure 52: Attitudes toward restaurant healthy dining options, by body composition, January 2011
Calorie disclosure will have minor influence
Figure 53: Attitudes toward restaurant healthy dining options, by gender, January 2011
Consumers aged 65+ more inclined to stick to diet
Figure 54: Attitudes toward restaurant healthy dining options, by age, January 2011
Overweight restaurant-goers are challenged to stick to diet
Figure 55: Attitudes toward restaurant healthy dining options, by body composition, January 2011
Cluster Analysis
Normal-Weight Overeaters
Demographics
Characteristics
Opportunity
Healthy Toolers
Demographics
Characteristics
Opportunity
Impulsive but Infrequent
Demographics
Characteristics
Opportunity
Characteristic tables:
Figure 56: Healthy dining clusters, January 2011
Figure 57: Restaurant usage, by healthy dining clusters, January 2011
Figure 58: Rating a healthy meal, by healthy dining clusters, January 2011
Figure 59: Healthy meal calories, by healthy dining clusters, January 2011
Figure 60: Tools consumers use to make healthy dining decisions, by healthy dining clusters, January 2011
Figure 61: Attitudes toward restaurant healthy dining options, by healthy dining clusters, January 2011
Figure 62: Body composition identification, by healthy dining clusters, January 2011
Demographic tables
Figure 63: Healthy dining clusters, by gender, January 2011
Figure 64: Healthy dining clusters, by age, January 2011
Figure 65: Healthy dining clusters, by household income, January 2011
Figure 66: Healthy dining clusters, by race, January 2011
Figure 67: Healthy dining clusters, by Hispanic origin, January 2011
Figure 68: Healthy dining clusters, by education, January 2011
Figure 69: Healthy dining clusters, by employment, January 2011
Cluster methodology
Appendix: Trade Associations
- ABP Corporation
- American Beverage Association, The
- American Heart Association, Inc.
- American Medical Association (AMA)
- Applebee's International Inc.
- Atlanta Bread Company International, Inc.
- Bob Evans Farms Inc.
- Bureau of Economic Analysis
- Burger King Corporation
- Caribou Coffee Company Inc.
- Centers for Disease Control and Prevention
- Chipotle Mexican Grill Inc.
- Coca-Cola Company (The) (USA)
- Culinary Institute of America (CIA)
- Dannon Co
- Darden Restaurants Inc.
- Denny's Corporation
- Dr Pepper Snapple Group, Inc.
- Dunkin' Brands
- Facebook, Inc.
- Food and Drug Administration
- Food Distributors International
- International Food Service Executives Association (IFSEA)
- International Foodservice Distributors Association (IFDA)
- International Foodservice Manufacturers Association (IFMA)
- International Franchise Association (IFA)
- International Hotel and Restaurants Association (IH&RA)
- Jamie Oliver
- Los Angeles Times
- McDonald's U.S.A.
- National Council of Chain Restaurants (NCCR)
- National Restaurant Association (NRA)
- National Retail Federation (NRF)
- Office for National Statistics
- PepsiCo Inc
- Pizza Hut Inc
- Ruby Tuesday Inc.
- Starbucks Corporation
- Subway
- Taco Bell Corp.
- TGI Friday's
- The Cheesecake Factory Incorporated
- The New York Times Company
- Twitter, Inc.
- U.S. Bureau of Labor Statistics
- U.S. Bureau of the Census
- U.S. Department of Agriculture
- USA Today
- YMCA of the USA
- YouTube, Inc.
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