Allegra Foodservice’s latest analysis from the Eating Out in the UK report reveals that the seesaw is tipping towards “wow foods”, and away from “worthy foods”, with taste outweighing health for the majority of consumers, although taste is more important to males than females, with a 65% vs. 50% split.
Rebelling against healthier options
Insight Director, Steve Gotham said “There’s been a 20% fall in the number of consumers who prefer to visit eating out establishments with a decent choice of healthier eating options. Growth in indulgent-led food concepts and a desire to rebel against increasing pressures to eat healthy is contributing to this change.”
The most health conscious regions are the South West and London. Those least interested in eating healthily are Wales and the North East.
Calories do not affect meal choice
Consumers are not dissuaded from buying a meal if the calorie count is high. 29% of consumers are impacted by calorie counts compared with 40% last year. Females are considerably more impacted by seeing calories on food items than males. 39% of females are impacted by calories on menus compared with 19% of males.
Steve Gotham said “Our research suggests that too many messages about healthy eating have left consumers unable to keep abreast of the latest nutritional advice, which has led to a fall in healthy food.
Fewer want display of calories
Allegra Foodservice’s latest study showsa sizeable drop in demand from consumers for calories counts on menus – 58% in 2013 to 42% in 2014. Most consumers perceive eating out as a treat and do not want to be aware of the number of calories they are consuming.
Instead, ingredients have become more important to consumers in determining whether a meal is healthy compared with last year – 48% of consumers use ingredients as an indicator compared with 31% last year. Cooking technique has also grown in importance from 19% in 2013 to 29% in 2014.
Females and younger seek healthy products
Insight from the Eating Out in the UK report suggestsfemales seek healthy products more than males and it is more prevalent among younger and older age groups. Females are looking for healthier products, particularly at breakfast and lunch. Younger age groups, 18-34 year olds, and older age groups, 60+ are most likely to seek healthier products across all day-parts.
Operators catering well for healthier options
Allegra Foodservice’s research reveals thatoperators are catering well for healthier eating options. Harvester ranked the healthiest brand, climbing four places since last year. Subwayis ranked second and Wagamamaranked third. Harvester’s salad bar and rebrand to “Salad and Grill” from “Pub and Grill” has contributed to its ranking this year. Subway continues to portray a fresh and healthy image.
Eating Out in the UK Report 2014
Available from 22 September, the sixth annualEating Out in the UK Report 2014is a comprehensive analysis of the UK informal eating out market. The study isessential reading for everyone seeking to understand and keep up to date with the eating out market, and consumer behaviour within it. The report delivers authoritative analysis, through a combination of quantitative and qualitative research, the key issues facing the eating out industry today.
The key chapters including an executive summary examine the following topics: Market analysis, consumer behaviour and attitudes, healthier eating, sustainability, social media and future trends.
Sources of information
- 2,000 online surveys with UK consumers conducted in first half 2014.
- 36,000 responses from the Allegra Foodservice Eating Out Panel.
- Analysis from the Restaurant Brand Portal.
- Desk research including: News articles and trade press, the Internet and company websites, industry associations, published accounts, data supplied by operators.
Allegra Foodservice delivers best-in-class business and consumer intelligence for the UK food and beverage sector. Services provide foodservice operators, suppliers, distributors and stakeholders with crucial market data, consumer insight and competitive intelligence.
Clients are enabled to realise their corporate, strategic and tactical aims through programmes that are tailored to meet their requirements.
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