Report Summary
This report explores the healthy dining out trends affecting consumer restaurant preferences—data-backed analysis of key consumer behaviors and trends, market predictions, opportunities for operators, and more.
Healthy Dining – Current Trends
A significant 76% of consumers agree it’s easier to eat at home than at restaurants, underscoring the challenge for operators to overcome the perception of dining out as a barrier to a healthy lifestyle. Consumers crave transparency in their meals, with an interest in less processed, more wholesome ingredients when dining out. By providing solutions to formulate a healthier dining experience through menu enhancements with clear communications, operators can meet consumers’ desire for clarity away-from-home (AFH).
Health-conscious eating will continue to shape dining choices, signaling a need for food manufacturers and restaurants to reformulate offerings. As health awareness expands, consumers’ demands for cleaner, safer ingredients will only increase, putting pressure on operators to adopt cleaner ingredients and more transparent practices to meet these evolving expectations.
To better align with consumer preferences, operators should enhance health messaging without being overly strict. Offering more nutritional call-outs, embracing diet trends, and introducing smaller portion sizes can help consumers make healthier choices in an approachable way. By focusing on moderation and tailored offerings, restaurants can provide enjoyable dining experiences while catering to health-conscious customers.
Healthy Dining Statistics
- Consumers lean into healthy dining: There is an observable attitude change as diners prioritize nutritious options. Restaurants must innovate ways to cater to evolving needs, as 44% of consumers say they would order from fast food locations if healthy options were available. Going forward healthful options will attract not only the health-conscious, but a wider crowd as well.
- Protein entices for satiation and nutrition goals: High protein is expanding in the foodservice space, just as it has in retail, as the demand for convenient but satiating and tasty options pushes to the forefront. High protein is particularly drawing younger consumers with 48% of Gen Z— a generation of regular snackers—wanting high protein options.
- Consumers want substitutes for fried items: 42% of consumers demand options like grilled chicken in place of fried, indicating an opportunity for operators to provide flexibility to diners in these spaces. A similar percentage of consumers also want reduced portion sizes on the menu, with moderation top of mind for many.
US Healthy Dining Trends Report – What’s Inside?
Key Topics Analyzed in the Report
- How consumers approach healthy dining at restaurants
- Healthy dining claims (eg high protein) that motivate consumers
- Features consumers desire in healthy menu items (eg organic ingredients)
- Attitudes and behaviors toward eating healthy at-home and away-from-home
Meet the Expert Behind the Analysis
This report was written by Pooja Lal. Pooja is an Analyst for US Foodservice and Mintel Menu Insights. She has over 5 years of experience working in Sales and Consumer Insights with CPG companies on both the Retail and Foodservice segments of the business. Pooja earned her Bachelors of Commerce degree from Saint Mary’s University in Nova Scotia, Canada. She is based in New York.
Consumers are taking a balanced approach to dining out as they reassess what health means to them and how much it impacts their eating habits away from home.
Pooja Lal
Research Analyst
Table of Contents
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Executive Summary
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- Households’ outlooks on their personal finances remains bullish
- Graph 1: opinions on financial future, 2024
- Graph 2: income growth in the past 12 months, by financial outlook, 2024
- California bans four common food additives
- Consumers have mixed perceptions regarding seed oils
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Consumer Insights
- Consumer fast facts
- Healthy dining segmentation
- Healthy dining is in for 2024
- Graph 3: healthy dining segmentation, 2024
- Health is not a top priority when dining out
- Graph 4: healthy dining segmentation, by generation, 2024
- One fourth of Millennials opt for healthy options
- Graph 5: healthy dining segmentation, by generation, 2024
- Consumers take a balanced approach to dining out
- Graph 6: approach to healthy choices at restaurants, 2024
- Does financial status impact access to healthier dining?
- Graph 7: dining out behaviors, by financial status, 2024
- Healthy claim drivers/motivators
- The option to make small menu swaps can make a big difference
- Graph 8: healthy claim drivers/motivators, 2024
- Feed Boomer’s appetites with smaller, lighter fare on the menu
- Graph 9: healthy claim drivers/motivators, by generation, 2024
- Promote lighter fare through a new lens
- Graph 10: healthy claim drivers/motivators, by gender, 2024
- Hybrid workers are seeking balance
- Graph 11: healthy menu item interest, 2024
- A little social media nudge can drive exposure through the day
- Interest in healthier dining attributes
- Lifestyle needs are spilling into AFH dining
- Graph 12: interest in healthier dining attributes, 2024
- Women are driving the demand for cleaner dishes
- Graph 13: interest in healthier dining attributes, by gender, 2024
- A little more communication can go a long way
- Graph 14: interest in healthier dining attributes, by generation, 2024
- Healthy menu item interest
- Moderation can provide a middle-ground to dining out
- Graph 15: healthy menu item interest, 2024
- Empower consumers through menu solutions
- Tiny but mighty swaps will go far
- Are lack of suitable options holding Boomers back from dining out?
- Graph 16: healthy menu item interest, by generation, 2024
- Younger consumers seek autonomy in dining choices
- Graph 17: healthy menu item interest, by generation, 2024
- Women want modified versions of existing items
- Graph 18: healthy menu item interest, by gender, 2024
- Healthy dining behaviors
- Healthier dining starts with trust
- Graph 19: healthy dining behaviors, 2024
- Functional ingredients drive stronger appeal with younger consumers
- Graph 20: healthy dining behaviors, by generation, 2024
- Health matters in restaurant choice for women
- Graph 21: healthy dining behaviors, 2024
- Healthy dining attitudes
- Change consumer perceptions around eating out the healthy way
- Graph 22: healthy dining attitudes, 2024
- Consumers are willing to invest in a better dining experience
- Graph 23: healthy dining attitudes, 2024
- Social media can be a tool for exposure and menu development
- Graph 24: healthy dining attitudes, 2024
- Operators need to instill confidence in older consumers
- Graph 25: healthy dining attitudes, by generation, 2024
- Put the value in value menus
- Graph 26: healthy dining attitudes, by gender, 2024
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Innovation and Marketing strategies
- Launch activity and innovation
- Sweetgreen makes protein the star of the show
- Healthier grab-and-go options are becoming more accessible
- Chopt announces new rewards program
- Fresh Kitchen gets creative with alternative bases
- Opportunities
- Added-protein is showing up in unexpected ways in retail
- Healthy desserts can allow for guilt-free indulgence
- Minis can provide enjoyment in moderation
- McDonald’s launces half-size McFlurry
- Bunless burgers can satisfy the needs of consumers seeking a new approach to dining out
- Diet-inclusive options on menus can enhance appeal
- Marketing and advertising
- Qdoba launches post workout bowls
- The Sweetgreen experience is getting sweeter
- Chipotle and Strava kick off the new year together
- Poppi partners with Chipotle with new drink pairings
- Half portions for those looking for less and lighter options
- Consumers are justifying a $19 smoothie in the name of Hailey Bieber
- Maybe menu hacks are worth menuing?
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Appendix
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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