Table of Contents
Executive Summary
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- Market drivers
- The consumer
- Preparation, according to consumers, is key in determining whether foods are healthy
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- Figure 1: Healthy attribute descriptions, April 2014
- Strong descriptions and familiarity help consumers pick healthy foods, but treating oneself is still a driver for restaurant visits
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- Figure 2: Healthy eating habits of consumers at restaurants, April 2014
- Fear of missing out (on other foods) is a real feeling among consumers
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- Figure 3: Healthy eating habits of consumers at restaurants among consumer who chose “I feel like I am missing out when I order healthy items at restaurants,” by generation, April 2014
- Skipping appetizers is a way consumers cut down on calories; customization is another avenue for health
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- Figure 4: Attitudes about personal dining habits and healthy items among appetizers, entrees, and sides, April 2014
- Healthy eating extends to beverages as well
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- Figure 5: Attitudes regarding healthy beverage choices at restaurants, April 2014
- What we think
Issues and Insights
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- Can restaurants overcome the “unhealthy” stigma?
- The issues
- The implications
- Has the definition of health changed?
- The issues
- The implications
- What drives customers to choose a healthy item?
- The issues
- The implications
Trend Application
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- Trend: Minimize Me
- Trend: Make it Mine
- Trend: Help Me Help Myself
Market Drivers
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- Key points
- Obesity rates in adults and children
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- Figure 6: American adults, by weight category, as determined by body mass index (BMI), 2008-May 2014
- Exercise and dieting is growing in importance, but struggles to stick with consumers
- Increased health concerns increase demand for natural foods
Competitive Context – In-Home Healthy Eating
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- Key points
- Healthy eating is easier to control at home
- Holistic foods at home
- Health in retail is covering all the nutritional bases
Innovations and Innovators
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- Using more healthy items to create indulgent dishes
- Transparency
- International health invasion
Marketing Strategies
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- Overview
- Holistic attributes covers the whole picture of healthy dining
- Protein Bar
- Native Foods
- Gluten-free on fine dining menus
- Calories still count when dining at restaurants
- Firehouse Subs
- Burger King’s Satisfries
- Healthy dining at restaurants starts at the prep station
- Chick-fil-A
- Fried seafood is losing its popularity among consumers
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- Figure 7: Seafood preparation claims on restaurant menus, by incidence, Q1 2011-Q1 2014
- Make my beverages work for me – not against me
- Planet Smoothie
- Smoothie King
- Jamba Juice
Social Media – Healthy Dining Trends
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- Key findings
- Market overview
- Key social media metrics
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- Figure 8: Key social media metrics, June 2014
- Brand usage and awareness
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- Figure 9: Brand usage and awareness for selected restaurants, April 2014
- Interactions with selected restaurants
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- Figure 10: Interactions with selected restaurants, April 2014
- Leading online campaigns
- Celebrity endorsements
- Marketing to parents and kids
- Going local
- Getting active
- What we think
- Online conversations
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- Figure 11: Percentage of mentions between overall restaurant mentions and mentions of health, June 1, 2013-May 31, 2014
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- Figure 12: Online mentions of selected restaurants and healthy terms, by month, June 1, 2013-May 31, 2014
- Where are people talking about restaurants?
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- Figure 13: Online mentions of selected restaurants and healthy terms, by page type, June 1, 2013-May 31, 2014
- What are people talking about?
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- Figure 14: Topics around online mentions of selected restaurants and healthy terms, by page type, June 1, 2013-May 31, 2014
How Consumers Define Health in Restaurants
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- Preparation remains the number one way consumers determine health
- Less/Low/No sodium and sugar may be losing meaning with restaurant patrons
- Whole grains and functional ingredients are lost in the healthy jumble
- Consumers struggle with the idea of health at restaurants
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- Figure 15: Healthy attribute descriptions, April 2014
Healthy Eating Habits at Restaurants
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- Healthy foods are enticing when described in full
- Some consumers are conflicted between a healthy meal or a personal treat
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- Figure 16: Healthy eating habits of consumers at restaurants, April 2014
- Breakfast is an area of opportunity for healthy meals
- Healthy snacking at restaurants remains underdeveloped
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- Figure 17: Healthy meal consumption by daypart, April 2014
Menu Analysis
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- Calories count, but just don’t call it low-calorie
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- Figure 18: Healthy menu item claims on restaurant menus, by incidence, Q1 2011-Q1 2014
- Low-carb loses its resonance, while gluten-free and alternative grains increase on menus
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- Figure 19: Top five grains included as an ingredient on restaurant menus, by incidence, Q1 2011-Q1 2014
- Figure 20: Attitudes about personal dining habits and healthy items, April 2014
- More appetizers and entrees are going gluten-free, and embracing healthy prep styles
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- Figure 21: Appetizer menu item claims on restaurant menus, by incidence, Q1 2011-Q1 2014
- Figure 22: Top 20 appetizer preparation claims on restaurant menus, by incidence, Q1 2011-Q1 2014
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- Figure 23: Top 20 entree menu item claims on restaurant menus, by incidence, Q1 2011-Q1 2014
- Desserts on menus are getting a gluten-free lift
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- Figure 24: Top 10 dessert menu items on restaurant menus, by incidence, Q1 2011-Q1 2014
- Figure 25: Top 5 menu item claims on restaurant menus, by incidence, Q1 2011-Q1 2014
- Healthy options and ingredients are showing growth on breakfast menus
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- Figure 26: Top 10 breakfast menu items on restaurant breakfast menus, by incidence, Q1 2011-Q1 2014
- Figure 27: Top 10 breakfast menu ingredients on restaurant breakfast menus, by incidence, Q1 2011-Q1 2014
- Smoothies and lemonade are catching on at restaurants
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- Figure 28: Attitudes regarding healthy beverage choices at restaurants, April 2014
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- Figure 29: Top 10 non-alcoholic beverages on restaurant menus, by incidence, Q1 2011-Q1 2014
Consumer Data – Overview
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- Restaurants remain a part of the vast majority of consumers’ lives
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- Figure 30: Usage of restaurants, April 2014
Consumer Data – By Gender
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- Key points
- Holistic foods are appealing to women, while men look for functional foods
- Men are health-conscious snackers at restaurants
- Men willingly sacrifice health when dining out, but women are willing to trade out foods for healthy options
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- Figure 31: Healthy attribute descriptions, by gender, April 2014
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- Figure 32: Healthy eating habits of consumers at restaurants, by gender, April 2014
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- Figure 33: Daypart order of healthy foods often, by gender, April 2014
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- Figure 34: Attitudes about personal dining habits and healthy items, by gender, April 2014
Consumer Data – By Income
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- Key points
- Higher-income consumers seek out healthy foods
- Less affluent consumers dine out for a treat – not for health
- Unhealthy foods and beverages are overlooked by consumers with incomes over $50K
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- Figure 35: Healthy attribute descriptions, by household income, April 2014
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- Figure 36: Healthy eating habits of consumers at restaurants, by household income, April 2014
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- Figure 37: Attitudes about personal dining habits and healthy items, by household income, April 2014
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- Figure 38: Attitudes regarding healthy beverage choices at restaurants, by household income, April 2014
Consumer Data – By Race
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- Key points
- Asian/Pacific Islanders visit restaurants more often than other races
- Definitions of healthy restaurant items vary by race
- White consumers skip menu items to save calories
- Black and Asian/Pacific Island consumers are interested in alternative beverages
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- Figure 39: Any usage of restaurants – Mean, by race/Hispanic origin, April 2014
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- Figure 40: Healthy attribute descriptions, by race/Hispanic origin, April 2014
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- Figure 41: Daypart order of healthy foods often or sometimes, by race/Hispanic origin, April 2014
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- Figure 42: Attitudes about personal dining habits and healthy items, by race/Hispanic origin, April 2014
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- Figure 43: Attitudes regarding healthy beverage choices at restaurants, by race/Hispanic origin, April 2014
Consumer Data – By Hispanics
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- Key points
- Hispanics define health through holistic measures
- Natural also extends to beverages
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- Figure 44: Healthy attribute descriptions, by race/Hispanic origin, April 2014
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- Figure 45: Daypart order of healthy foods often or sometimes, by race/Hispanic origin, April 2014
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- Figure 46: Attitudes about personal dining habits and healthy items, by race/Hispanic origin, April 2014
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- Figure 47: Attitudes regarding healthy beverage choices at restaurants, by race/Hispanic origin, April 2014
Consumer Data – By Generation
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- Key points
- Older adults define health as preventative healthy foods, while iGeneration/Millennials define it as holistic
- The perceptions of health changes based on each generation
- The fear of missing out on unhealthy foods is real with iGeneration/Millennials
- Alternative versions of menu items and customization is considered healthy to iGeneration/Millennials
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- Figure 48: Healthy attribute descriptions, by generations, April 2014
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- Figure 49: Healthy eating habits of consumers at restaurants, by generations, April 2014
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- Figure 50: Daypart order of healthy foods often or sometimes, by generations, April 2014
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- Figure 51: Attitudes about personal dining habits and healthy items, by generations, April 2014
Consumer Data – By Parents
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- Key points
- Holistic healthy eating is important to parents with kid(s) age 6-11
- Parents with kids eat healthy with the family when dining out, but feel as if they are missing out on other options
- Parents are setting an example by ordering healthy beverages at restaurants
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- Figure 52: Healthy attribute descriptions, by parents with children in household, April 2014
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- Figure 53: Healthy eating habits of consumers at restaurants, by parents with children in household, April 2014
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- Figure 54: Attitudes about personal dining habits and healthy items, by parents with children in household, April 2014
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- Figure 55: Attitudes regarding healthy beverage choices at restaurants, by parents with children in household, April 2014
Consumer Data – By Health Consciousness
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- Key points
- Balanced and High Health consumers define health holistically
- Health-focused habits follow Balanced and High Health consumers to restaurants, but Non-health-conscious consumers are not interested in health at all
- Limited Health consumers are concerned with calories
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- Figure 56: Healthy attribute descriptions, by Health Groups, April 2014
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- Figure 57: Healthy eating habits of consumers at restaurants, by Health Groups, April 2014
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- Figure 58: Attitudes about personal dining habits and healthy items, by any restaurant users groups, April 2014
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- Figure 59: Attitudes regarding healthy beverage choices at restaurants, by any restaurant users groups, April 2014
Appendix – Data by Gender
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- Figure 60: Any usage of restaurants – Mean, by gender, April 2014
- Figure 61: Attitudes regarding healthy beverage choices at restaurants, by gender, April 2014
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Appendix – Data by Income
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- Figure 62: Any usage of restaurants – Mean, by household income, April 2014
- Figure 63: Daypart order of healthy foods often or sometimes, by household income, April 2014
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Appendix – Data by Hispanics
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- Figure 64: Any usage of restaurants – Mean, by race/Hispanic origin, April 2014
- Figure 65: Healthy eating habits of consumers at restaurants, by race/Hispanic origin, April 2014
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Appendix – Data by Generation
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- Figure 66: Any usage of restaurants – Mean, by generations, April 2014
- Figure 67: Attitudes regarding healthy beverage choices at restaurants, by generations, April 2014
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Appendix – Data by Parents
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- Figure 68: Daypart order of healthy foods often or sometimes, by parents with children in household, April 2014
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Appendix – Social Media
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- Brand usage or awareness
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- Figure 69: Brand usage or awareness, April 2014
- Figure 70: Jamba Juice usage or awareness, by demographics, April 2014
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- Figure 71: Starbucks usage or awareness, by demographics, April 2014
- Figure 72: Jason’s Deli usage or awareness, by demographics, April 2014
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- Figure 73: Einstein Bros usage or awareness, by demographics, April 2014
- Figure 74: Chipotle usage or awareness, by demographics, April 2014
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- Figure 75: Subway usage or awareness, by demographics, April 2014
- Activities done
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- Figure 76: Activities done, April 2014
- Figure 77: Jamba Juice – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 78: Jamba Juice – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
- Figure 79: Jamba Juice – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 80: Starbucks – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
- Figure 81: Starbucks – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 82: Starbucks – Activities done – I follow/like the brand on social media because, by demographics, April 2014
- Figure 83: Starbucks – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 84: Jason’s Deli – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
- Figure 85: Jason’s Deli – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 86: Einstein Bros – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
- Figure 87: Einstein Bros – Activities done – I have researched the brand on social media to, by demographics, April 2014
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- Figure 88: Chipotle – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
- Figure 89: Chipotle – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
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- Figure 90: Chipotle – Activities done – I have researched the brand on social media to, by demographics, April 2014
- Figure 91: Subway – Activities done – I have looked up/talked about this brand online on social media, by demographics, April 2014
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- Figure 92: Subway – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, April 2014
- Figure 93: Subway – Activities done – I follow/like the brand on social media because, by demographics, April 2014
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- Figure 94: Subway – Activities done – I have researched the brand on social media to, by demographics, April 2014
- Key social media metrics
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- Figure 95: Key social media metrics – Starbucks, June 2014
- Figure 96: Key social media metrics – Chipotle, June 2014
- Figure 97: Key social media metrics – Subway, June 2014
- Figure 98: Key social media metrics – Jamba Juice, June 2014
- Figure 99: Key social media metrics – Einstein Bros, June 2014
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- Figure 100: Key social media metrics – Jason’s Deli, June 2014
- Online conversations
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- Figure 101: Percentage of mentions between overall restaurant mentions and mentions of health, June 1, 2013-May 31, 2014
- Figure 102: Online mentions of selected restaurants and healthy terms, by month, June 1, 2013-May 31, 2014
- Figure 103: Online mentions of selected restaurants and healthy terms, by page type, June 1, 2013-May 31, 2014
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- Figure 104: Topics around online mentions of selected restaurants and healthy terms, by page type, June 1, 2013-May 31, 2014
Appendix – Trade Associations
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