CHICAGO -- As restaurants, convenience stores and other foodservice operators work to align menu offerings with the ever-evolving consumer definition of health, new research shows that efforts to improve the taste of healthy food is paying off.
According to Technomic’s newly released 2016 Healthy Eating Consumer Trend Report, U.S. consumers report that healthy options at restaurants taste better today than they did two years ago. Improvements in taste are driving more restaurant guests to make healthier choices when they dine out; a third of survey respondents told Technomic that they’re ordering better-for-you fare more frequently than they did in 2014.
"Consumer intentions to eat better is translating into healthier foodservice orders as the industry provides more options considered as healthy, yet also flavorful and filling," says Kelly Weikel, director of consumer insights for Technomic Inc.
Compiling findings from more than 1,500 consumers, as well as Technomic's MenuMonitor and Digital Resource Library, the 2016 Healthy Eating Consumer Trend Report serves as a guide for foodservice operators and suppliers to understand and identify key areas of opportunity in the healthy-menu category.
Key takeaways from the report include:
- Half of consumers ages 18-34 (and 42% of the overall population) say their definition of health has changed over the past two years.
- Roughly a third of consumers (37%) are more likely to visit restaurants that offer healthy items, even if they don't end up ordering a healthy item.
- Healthy "fast-fine" chains (those that are positioned as more upscale fast casual) will face mounting competition as more leading, mainstream limited-service restaurants tout natural and clean dishes in order to drive traffic.
If convenience stores want to capitalize on this improved taste perception, it will be crucial for them to keep pace with restaurants in terms of messaging a contemporary food story for healthy offerings. Low-fat, low-calorie or low-sugar claims are contracting in favor of claims that promote flavor, freshness and all-natural qualities.
Keeping the focus on more robust flavors while promoting natural attributes can strengthen the draw of healthier items at c-stores. "Claims signaling natural and clean also drive orders as they convey health without detracting from the taste perception," Weikel said.
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