Consumers Demand to Know What's in Their Food

Today's healthy food tells a story, and consumers want to hear it. Recent research by Technomic shows that most consumers want restaurants to be more transparent about menu-​item ingredients. Further, 2 in 5 consumers cite a rising concern over food additives.

Because of this growing concern, health claims that convey wholesome, pure ingredients resonate strongly. For example, consumers say fresh, natural or unprocessed attributes help improve perceived taste and health. Similarly, ingredients that naturally boost the nutrition content of an item, such as fruits and vegetables, also enhance taste and health perceptions.

"Menu transparency is imperative and can help drive sales of healthy options," said Sara Monnette, Sr. Director, Consumer Insights & Innovation at Technomic Inc. "Telling an ingredient's story ‰ÛÒ whether it's farm-​raised, local or GMO-​free for instance, can directly impact consumer decisions about what to order and where to dine."

Monnette also says access to this type of information at restaurants often makes consumers more likely to order what they perceive as a healthier item because it allows them to judge its nutritional benefit for themselves.

In AudienceSCAN findings, 46.8% of U.S. adults set a goal to eat "healthier" for the year. 57.7% of them are women. 15% have children younger than the age of 5 at home. Almost 26% of this audience live in rural areas or small towns.

Approximately 29% of healthier eaters enjoy fashion, according to AudienceSCAN. 33% celebrated Mother's Day at a restaurant. Reach them online: 42% took action after seeing a text link ad on a website. Social media could be a good avenue too, with 38% starting a search after seeing a social network posting.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.