Healthy - Now vs. Then
Every consumer has his or her own idea of healthy - everything from incorporating foods with added nutrients into their daily life as well as eating reduced portions or simply paying more attention to labels. Several years ago healthy meant a restrictive diet or eliminating harmful substances (i.e. - sodium) or specific ingredients from a diet. Today though, 25% of women and 17% of men say they are on a diet of some sort, which is down from 31% for women and 22% for men in 2000.
Dieting is out of style. Healthy eating is in vogue.
Restaurant and Institutions 2010 New American Diner study asked participants to rank the top descriptions they associate with healthy foods. Here are the top five:
- 36.7% Fresh ingredients (vs. frozen)
- 35.7% Less-processed foods
- 25.4% Ingredients that offer positive benefits (fiber, whole grains, etc.)
- 24.1% More vegetables or fruits and less meat
- 21.7% Less fat
Jon Miller, director of research and development for El Polo Loco, says they see people who "come in for protein" or for "low-cal and low-fat foods." Miller says that health "has been segmented into many different buckets." Now healthy can mean eating more instead of less - more good-for-you foods and ingredients as opposed to only eating less.
Healthy Demographic Desires
These healthy buckets to which Miller refers translate into demographics as well. Consumers' interest in healthy menu items is fairly even between all age groups. Families with young children are the main exception as convenience and cost plays a larger role than health.
There is a difference between men and women as well:
- 50% of women and 41% of men are making more healthful choices
- 47% percent of women vs. 33% of men say seeing nutrition information would likely change what they were going to order.
I'll Tell You What I Want, What I Really Really Want
While some consumers say they would change their order if they were made aware of nutrition information on the menu, others want the "bad" stuff even if they are aware of the nutritional value.
A Mintel Menu Insights survey found that only 20% of diners ranked health as an important factor when ordering dinner. Fifty-one percent actually order what they perceive to be healthy menu items yet 75% said they would like to see more healthy items on the menu. Huh? It makes one wonder -- why aren't consumers putting their mouths where their minds are?
NPD, a market research group, found that although consumer interest in healthier foods has grown, the most popular foods ordered at restaurants have not changed over the last two decades. In 1984 the top foods ordered were carbonated soft drinks, fries and burgers. Guess what? In 2010 those are still the top three foods ordered out at restaurants.
Another Mintel study on Health and Nutrition Trends on the Menu, shows one of the main reasons people shy away from healthy food is that the cost of eating healthy is too expensive. A Technomic study found that while over half of consumers are more concerned about their eating habits today compared to a year ago, the recession is adversely affecting their healthy eating behavior.
- 53% claim they often purchase less helathy foods because they cost less
- 44% say their budgets prevent them from eating healthier foods
Regardless of the cost, Mintel Menu Insights found that when consumers look at a menu, 77% said taste was most important followed by 44% saying hunger satisfaction was the most important. Maria Caranfa, director of Mintel Menu Insights, says that "when it comes to dining out, most people are really looking for taste, texture and experience."
Consumers are increasingly becoming aware of healthy eating and are trying to make a change in that direction. They realize that archaic starvation diets and fads from the past are not equated with health, and better-for-you foods and ingredients are the key to a healthy lifestyle. Despite this newfound awareness, the fettuccini Alfredo may be too tempting compared to the steamed fish and veggies. The good news is this: Younger generations seem to place a higher value on health. Therefore, there is a good chance that healthy eating will become the norm, rather than an afterthought.
Stay tuned!
