Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Recession causes consumers to dine out less
- Spinning health on the menu
- Americans continue to battle obesity
- Movement towards transparent menus
- Government stepping in to help Americans get healthy
- Innovative efforts
- Consumers want help
- Health on the menu
- Marketing health
- Dining out offers opportunity to splurge
- Focus: Yum! Brands' KFC adapting to health trends
- Healthy dining and the consumer
- Where consumers dine
- The disconnect--doing and believing
- Taste and satiation trigger consumers to order menu items
- What' s a healthy meal?
- Attitudes and behaviors towards eating healthy
- Who wants to know?
- Healthy eaters spend more
- As frequent diners, moms and dads demand health
- Market Factors
- Restaurant industry recession continues
- Figure 2: Restaurant Performance Index, current situation, and
expectations, November 2007-February 2009
- All restaurant segments affected
- Consumer confidence undermines willingness to spend at restaurants
- Figure 3: Consumer Sentiment Index, by quarter, 2001-08
- Figure 4: Restaurant spend compared to last year, February 2009
- Breaking the "healthy" price barrier
- Americans making healthier choices--restaurants react
- Figure 5: Weighing healthy item expense, interest, and usage--adults, by
presence of children, February 2009
- Transparency: the new government mandate
- Beware: Accurate data essential
- Adapting transparency to the consumer
- Restaurant Innovation: Health on the Menu
- Key points
- Health defined
- Freshness means healthy
- Cutting the fat
- Figure 6: Incidence of fat claims on the menu, Q1 2007-Q1 2009
- Counting calories
- Figure 7: Incidence of calorie claims on the menu, Q1 2007-Q1 2009
- Food allergies--nothing to sneeze at
- Figure 8: Incidence of gluten/wheat claims on the menu, Q1 2007-Q1 2009
- Pinch of salt
- Small bites
- Restaurant Innovation: Marketing the Healthy Menu
- Key points
- Marketing health--where to start?
- First step: The power of positive messaging
- Slam dunk--market freshness
- Figure 9: Incidence of fresh claims on the menu, Q1 2007-Q1 2009
- Making healthy options affordable
- Restaurant Innovation: Menu Transparency
- Key points
- Leaders in menu transparency
- Subway
- Uno' s Chicago Grill
- Restaurants highlighting the "healthy stuff"
- Healthfulness is deceptive
- Restaurant Innovation: Anti-Health
- Key points
- Fattening fare tempts consumers...
- Figure 10: Marketing claims of new menu food and beverage items, Q1 2009
- ...all across the menu
- Anti-health on the menu--ignorance is bliss
- Brand Qualities: Adapting to the Health Trend
- Fast food charged as culprit in obesity, forcing brands to change their
image
- Yum! Brands striking a balance
- Revolutionizing the KFC brand
- Rebranding for health
- Focus on freshness
- Making it affordable to eat healthy
- Consumer Restaurant Segment and Daypart Usage
- Key points
- Restaurant usage, by daypart: an overview
- Figure 11: Types of restaurants visited in the past month, by daypart,
February 2009
- Demographic analysis
- Figure 12: Types of restaurants visited in the past month, by age,
February 2009
- Figure 13: Types of restaurants visited in the past month, by
race/Hispanic origin, February 2009
- Figure 14: Types of restaurants visited in the past month, by income,
February 2009
- Addendum: Consumer question explanation
- Consumer Diet Self-Perceptions and Importance of Eating Healthy
- Key points
- Overview
- Figure 15: Consumer diet self-perceptions, degree of healthfulness,
February 2009
- Figure 16: Importance of eating healthy, degree of importance, February
2009
- Demographic analysis
- Figure 17: Consumer diet self-perceptions and importance of eating
healthy, by gender, February 2009
- Figure 18: Consumer diet self-perceptions and importance of eating
healthy, by age, February 2009
- Figure 19: Consumer diet self-perceptions and importance of eating
healthy, by income, February 2009
- Weighing Rationales for Dining Out: Hunger, Health, and Satiation
- Key points
- Overview
- Figure 20: Breakfast and dinner ordering preferences: hunger, health,
and satiation, February 2009
- Demographic analysis: Breakfast ordering preferences
- Figure 21: Breakfast ordering preferences: hunger, health, and
satiation, by age, February 2009
- Figure 22: Breakfast ordering preferences: hunger, health, and
satiation, by income, February 2009
- Demographic analysis: Dinner ordering preferences
- Figure 23: Dinner ordering preferences: hunger, health, and satiation,
by gender, February 2009
- Figure 24: Dinner ordering preferences: hunger, health, and satiation,
by age, February 2009
- Rating a "Healthy Meal" and Weighing Ingredients
- Key points
- Overview
- Figure 25: Rating a "healthy" meal: freshness, taste, and satiation,
February 2009
- Figure 26: Important ingredient attributes of a "healthy" meal, February
2009
- Demographic analysis: Healthy meal attributes
- Figure 27: Rating a "healthy" meal: freshness, taste, and satiation, by
age, February 2009
- Figure 28: Rating a "healthy" meal: freshness, taste, and satiation, by
race/Hispanic origin, February 2009
- Demographic analysis: Healthy meal ingredients
- Figure 29: Important ingredient attributes of a "healthy" meal, by
gender, February 2009
- Figure 30: Important ingredient attributes of a "healthy" meal, by age,
February 2009
- Figure 31: Important ingredient attributes of a "healthy" meal, by
race/Hispanic origin, February 2009
- Figure 32: Important ingredient attributes of a "healthy" meal, by
income, February 2009
- Weighing Healthy Item Expense, Interest, and Usage
- Key points
- Overview
- Figure 33: Weighing healthy item: expense, interest, and usage, February
2009
- Demographic analysis
- Figure 34: Weighing healthy item: expense, interest, and usage, by
gender, February 2009
- Figure 35: Weighing healthy item: expense, interest, and usage, by age,
February 2009
- Figure 36: Weighing healthy item: expense, interest, and usage, by
race/Hispanic origin, February 2009
- Interest in Menu Transparency Innovations
- Key points
- Overview
- Figure 37: Interest in menu transparency innovations, February 2009
- Demographic analysis
- Figure 38: Interest in menu transparency innovations, by gender,
February 2009
- Figure 39: Interest in menu transparency innovations, by age, February
2009
- Figure 40: Interest in menu transparency innovations, by income,
February 2009
- Appendix: Additional Consumer Tables
- Figure 61: Consumer diet self-perceptions and importance of eating
healthy, by race/Hispanic origin, February 2009
- Figure 62: Breakfast ordering preferences: hunger, health, and
satiation, by household size, February 2009
- Figure 63: Dinner ordering preferences: hunger, health, and satiation,
by income, February 2009
- Figure 64: Rating a "healthy" meal: freshness, taste, and satiation, by
income, February 2009
- Figure 65: Important ingredient attributes of a "healthy" meal, by
household size, February 2009
- Figure 66: Weighing healthy item: expense, interest, and usage, by
income, February 2009
- Appendix: Trade Associations
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