Consumers Want Value-Priced Healthy Menu Items

CHICAGOWhen economic times are tough, many U.S. restaurant-goers opt for value menu items with flavor over healthy food choices because they think its too expensive to eat healthfully, according to new research from Mintel Foodservice.

Statistics reveal 41% of restaurant-goers think eating healthfully at their favorite eateries is more expensive than not eating healthfully, while 14% look for the cheapest items on the menu when deciding what to order.

The perception that healthy foods are also higher priced is a challenge for restaurant operators, who are under their own pressure to add healthier menu items, not only from consumers but also the government," said Eric Giandelone, director of Mintel Foodservice.

He noted the disconnect between healthy and hearty is the source of the problem, and restaurant operators can regain sales by developing healthier menu options that have great flavor, satiation, appearance and taste.

People believe they will be sacrificing flavor and the expectation of a satisfying meal. Since the idea of freshness is so closely tied with good health, restaurant operators can use fresh ingredients as a signal of high quality and high taste, while an emphasis on calories still allows for a focus on satiety and flavor," he said.

According to Mintel, 81% of customers want tools to help make their healthy decisions easier, and 48% percent choose dishes that utilize healthy ingredients, like lean protein and vegetables. Menu transparency is the next most widely used tool, with 41% of restaurant-goers using menu calorie counts to help with their selection, while 29% control portion size by ordering smaller portions or taking home part of their meal.