Nearly half (48 percent) of all U.S. restaurant-goers choose dishes that utilize healthy ingredients like fish, other lean proteins, and vegetables, according to a new study.
Research firm Mintel Foodservice found that more consumers are interested in eating healthfully when they eat out (27 percent) than last year (21 percent). Seafood is one of the primary food categories that restaurant-goers consider when choosing to eat healthy meals out. “When people think about a healthy restaurant meal, they believe that it is something that is fresh. The ‘fresh factor’ that seafood has, makes its positioned for healthy eating,” said Eric Giandelone, director of Mintel Foodservice.
However, 41 percent of consumers believe that eating healthfully at restaurants is more expensive than not eating healthfully. In addition, 14 percent look for the cheapest items on the menu when deciding what to order.
Those perceptions do not bode well for restaurants offering a menu that is primarily focused on healthy food. “This kind of price sensitivity gives rise to the concern that, as people cut spending, they are also likely to cut back on healthy food options,” Giandelone said.
Restaurants need to better present the value and quantity of food patrons are getting when they order healthy meals. “Make sure that you are emphasizing the positives of the dishes, and not what you have taken out. That implies a lesser flavor experience,” Giandelone said.
Many consumers associate healthy menu options with a lack of flavor, according to Mintel’s new research. “We think that is because, typically, healthy meals in restaurants have been promoted as low fat or ridiculously small portions,” Giandelone said. Instead of emphasizing low fat or low sodium qualities, restaurateurs should be stressing foods that are below a certain number of calories.
Applebee’s does this well, with its “under 500 calorie” menu. “When you see that steak can be listed on the lower calorie menu – and topped with cheese – you can see that it can be filling,” Giandelone said.
