CLEAN IS THE NEW HEALTHY
February 28, 2018
Defining “healthy” is no simple task. Perspectives are varied and vast, and seem to be constantly evolving. This poses challenges for foodservice operators who aim to deliver on the healthiness customers crave. However, one cohesive and powerful theme is emerging in the foodservice industry: clean ingredients. A majority of consumers — virtually 84% — are seeking out more natural, less-processed foods1. This high consumer demand is affecting foodservice operators’ BOH thinking. In fact, 82% of operators agree the clean label movement will have a great or moderate influence on their purchasing decisions2. Offering products that align with cleaner ingredient statements may mean the difference between success and failure. Three key indicators reveal the long-term influence clean ingredients have on the foodservice industry.
Changing Menus
As consumers increasingly seek out clean-meal options, foodservice menus are adapting. Clean menus are named as one of the top 3 concept trends for 20183, and menu mentions of healthy items saw a 118% increase in the past five years4. As menus continue to change, the products purchased to create clean, healthful menu items will change concurrently.
“82% of operators agree the clean label movement will have a great or moderate influence on their purchasing decisions.”
Segment Proliferation
From fast food to fine dining, industry segments are leaning toward clean. At convenience stores, 81% of customers want to see more snacks with clean ingredients5. Even the golden arches recognize the trend — touting simpler ingredients to appeal to clean eaters. Clean ingredients spell success for limited and full service restaurants as well where 82% of operators say menu items with this claim are driving traffic. And on the top rung, natural-health claims have grown 14% during the past year on fine-dining menus6.
Driving Traffic & Sales
If operators want to entice diners into their establishment, clean ingredients provide significant, positive draw. Eighty percent of consumers are more likely to buy items that are natural, leading 43% of operators to report that natural ingredients have made a large impact on traffic and sales6. Even offering a few healthy options boosts traffic as consumers who are aware of those options are more likely to visit an establishment — even if they don’t select one7. Clean dining traffic grows even more meaningful because no matter where diners purchase these items, they are willing to pay more for them8.
As healthful, clean menus and options become a mainstay in the foodservice industry, foodservice manufacturers are put in a position of opportunity to support their operator partners. Whether it is working internally to shorten your products’ ingredient lists or repositioning your existing products to better align with market drivers, these practices will benefit restaurant operators across many segments. Their purchasing decisions are changing, and offering products that deliver on those changes can generate positive growth for manufacturers as well.
1 State of the Plate, Mintel
2 Food Industry Transformation: The Next Decade, Technomic
3 Evolving Definition of Healthy, 2017, Technomic
4 NRA What’s Hot Culinary Forecast
5 C-store Market Brief, 2017, Technomic
6 Healthy Eating Consumer Trend Report, Technomic, 2016
7 Evolving Definition of Healthy, Technomic, 2017
8 Global Health and Wellness Survey, Nielsen, 2015
