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Healthy Dining Trends - US - March 2018

"Consumers are no longer satisfied by the basics when it comes to ordering a healthy dish at a restaurant; unique, flavor-driven dishes are becoming the norm. Highlighting ingredient quality gives even indulgent dishes, like pizza and burgers, a halo of health. Younger consumers are being impacted by this trend and they are finding it increasingly difficult to identify healthy items on a menu, compared to older generations. This is leading more food and beverages to feature specific functional benefits that can clearly guide consumers toward healthy eating decisions that fit their lifestyle."
- Diana Kelter, Foodservice Analyst

This Report looks at the following areas:

  • Cost is a leading barrier for eating healthy food
  • iGens have a blurred view of health

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Cost is a leading barrier for eating healthy food
            • Figure 1: Health barriers, November 2017
          • iGens have a blurred view of health
            • Figure 2: Health barriers, by iGens and Millennials, November 2017
          • The opportunities
            • Restaurants need to focus on flavor and innovation when it comes to healthy offerings
              • Figure 3: Motivators for eating healthy, November 2017
            • Functional benefits gain attention from younger consumers
              • Figure 4: Interest in functional benefits, by iGens and Millennials, November 2017
            • Hispanics and Black consumers trust restaurants when it comes to health
              • Figure 5: Healthy dining attitudes, by Hispanic origin and Black consumers, November 2017
            • What it means
            • The Market – What You Need to Know

              • Retailers and meal kits aim to make cooking at home a breeze
                • Social media adds aspirational elements to healthy eating
                  • Kids’ meals slowly start to evolve
                  • Market Perspective

                    • The simplification of cooking healthy food at home
                      • Meal kits cater to specific diet trends
                        • Retail strives to make eating healthy as convenient as takeout
                            • Figure 6: Purchase intent for select Trader Joe’s products, January 2018
                        • Market Factors

                          • Health is in the eye of the beholder
                            • A “filtered” view toward health: the social media impact
                              • Kids’ menus slowly adapt to new health trends
                              • Key Trends – What You Need to Know

                                • Health is not one size fits all for different restaurant segments
                                  • Cost can hold consumers back
                                    • Workout, then brunch…
                                    • What’s Working by Segment

                                        • QSRs approach health indirectly
                                          • Fast casuals lead in trends
                                            • FSRs need to focus on the dining out occasion
                                              • Specialty beverage operators: coffee/tea shops and smoothie/juice bars
                                              • What’s Struggling?

                                                • Affordability can make health feel out of reach for many
                                                  • Figure 7: Cost as a barrier to healthy eating, by HH income, November 2017
                                              • What’s Next?

                                                • Integrated health
                                                • The Consumer – What You Need to Know

                                                  • Heart health has broad consumer reach
                                                    • A majority of consumers are not overwhelmed by health trends
                                                      • Personal motivation is important for both men and women
                                                      • Restaurant Visitation and the Healthy Perspective

                                                        • QSRs drive mainstream visitation, primarily due to availability and affordability
                                                          • Figure 8: Restaurant visitation, November 2017
                                                        • Smoothie/juice shops drive functional trends
                                                          • Figure 9: Restaurant visitation, by health benefit interest, November 2017
                                                        • Urban environments have increased exposure to both indulgence and health
                                                          • Figure 10: Restaurant visitation, by location, November 2017
                                                      • Generational Views toward Health

                                                        • A deeper look into iGens and Millennials
                                                          • Figure 11: Restaurant visitation, by iGens and Millennials, November 2017
                                                          • Figure 12: Health barriers, by iGens and Millennials, November 2017
                                                          • Figure 13: Interest in functional benefits, by iGens and Millennials, November 2017
                                                          • Figure 14: Motivators for eating healthy, by iGens and Millennials, November 2017
                                                        • A deeper look at consumers 42+ (Generation X, Baby Boomers, World War II/Swing Generation)
                                                          • Figure 15: Restaurant visitation, by Gen X, Baby Boomers, and World War II/Swing Generation, November 2017
                                                          • Figure 16: Healthy statement agreement, “I pay attention to sodium levels when dining out,” by generation X, Baby Boomers, and World War II/Swing Generation, November 2017
                                                        • Finding common ground across generations
                                                          • Figure 17: Interest in functional benefits, heart health, by generations, November 2017
                                                          • Figure 18: Healthy statement agreement, “restaurants should be more transparent about their ingredients and preparation methods,” by generations, November 2017
                                                          • Figure 19: Motivator for eating healthy, “Healthy items beyond salads,” by generations, November 2017
                                                      • Healthy Dining Attitudes

                                                        • Transparency and quality are key expectations among consumers
                                                          • Figure 20: Healthy dining attitude, November 2017
                                                        • Hispanics and Black consumers feel the pressure of health trends
                                                          • Figure 21: Healthy dining attitude, by Hispanic origin and Black consumers, November 2017
                                                      • Interest in Functional Benefits

                                                        • Specialized health benefits gain traction
                                                          • Figure 22: Interest in functional benefits, November 2017
                                                        • Women seek broader sources for healthy fats compared to men
                                                          • Figure 23: Interest in functional benefits, by gender, November 2017
                                                        • Hispanics prefer to have benefits clearly highlighted
                                                          • Figure 24: Interest in functional benefits, by Hispanic origin, November 2017
                                                      • Motivators for Eating Healthy

                                                        • A basic salad just won’t cut it anymore
                                                          • Figure 25: Motivators for eating healthy, November 2017
                                                        • Diners are open to trying veggies in new ways, but not necessarily to replace a burger
                                                            • Figure 26: Motivators for eating healthy by restaurant segment, November 2017
                                                          • Personal motivation is not one in the same for men and women
                                                              • Figure 27: Motivators for eating healthy, by gender, November 2017
                                                            • Urban consumers put the pressure on restaurants to gain their interest
                                                              • Figure 28: Motivators for eating healthy, by location, November 2017
                                                          • Health Barriers

                                                            • Cost and availability are key barriers to health
                                                              • Figure 29: Health barriers, November 2017
                                                            • Cost is an increased concern for families
                                                              • Figure 30: Health barriers, by parental status, November 2017
                                                            • Indulgent offerings are more convenient, despite more health variety
                                                              • Figure 31: Health barriers, by location, November 2017
                                                          • Price Analysis: Grain Bowls

                                                            • Methodology
                                                              • Customization is key for grain bowls when it comes to pricing
                                                                • Figure 32: Price sensitivity – Price summary table, December 2017
                                                                • Figure 33: Price sensitivity, medium grain bowl – Optimal price, December 2017
                                                                • Figure 34: Price sensitivity, medium grain bowl – Threshold prices, December 2017
                                                                • Figure 35: Price sensitivity, medium grain bowl with organic grass-fed steak – Optimal price, December 2017
                                                                • Figure 36: Price sensitivity, medium grain bowl with organic grass-fed steak – Threshold prices, December 2017
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Consumer survey data
                                                                  • Consumer qualitative research
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                      • Appendix – Price Sensitivity Analysis

                                                                          • Figure 37: Price sensitivity, medium grain bowl – Price sensitivity aggregate table, December 2017
                                                                          • Figure 38: Price sensitivity, Medium grain bowl with organic grass-fed beef – Price sensitivity aggregate table, December 2017

                                                                      Healthy Dining Trends - US - March 2018

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