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Healthy Dining Trends - US - May 2011

  • 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.

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Table of contents

  1. 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

                                                                                                                                                      Companies Covered

                                                                                                                                                      • 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.

                                                                                                                                                      Healthy Dining Trends - US - May 2011

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