Tuesday, September 02, 2014
Most Americans would agree that eating healthfully should be a priority in their daily lives, but what truly drives consumers to choose healthy items over the potentially more enticing, yet unhealthy options? Are consumers still in the mindset that restaurant visits don't warrant healthy eating?Recent research finds that more often than not, diners eat with their eyes, not their stomachs – 38 percent of adults agree that if a healthy menu item sounds tasty in the menu description, they are more likely to order it.
Moreover, some 27 percent of consumers say they like to order healthy meals with ingredients they are familiar with. "For consumers who are often on the fence for healthy or indulgent eating, familiarity can help ease them into healthier choices, rather than alienating them with superfoods they have not heard of or have a reputation for lackluster taste,” says Katrina Fajardo, food service analyst at Mintel Group.
So how do Americans define healthy dining? Nine percent agree a menu item that includes a "gluten-free" mention denotes a healthy choice, and 39 percent think entrees with more fruits and vegetables come across as healthy. Meanwhile, 37 percent believe an item with a low calorie count is a healthy option, and 34 percent think a dish with less sodium is considered healthy.
"One of the possible reasons for consumers' indecisiveness on healthy foods in restaurants is the fact that food service still has the stigma of being unhealthy, regardless of what is ordered. As a result of the numerous exposés showing the real caloric counts in salads, sandwiches, and other menu items deemed as 'healthy,' consumers are conflicted with the idea that a restaurant could offer real, healthy items,” adds Fajardo. “In addition, the overwhelming amount of healthy-eating knowledge available to consumers can be overbearing, and skew the way they are personally defining health.”
Nearly one out of every four U.S. consumers is not interested in eating healthfully when they go out to eat, because they view away-from-home visits as a treat. Similarly, about a quarter of consumers mentioned that they look at the more healthy options, but opt for the unhealthy meals instead.
Source: Mintel Group
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