Health & Wellness and Sustainability at Foodservice: Our Mid-term Future

Transcription

1 Health & Wellness and Sustainability at Foodservice: Our Mid-term Future CIA-Harvard Menus of Change National Leadership Summit June 11, 2014 Cambridge, MA Closing General Session Shelley Balanko, PhD, Senior Vice President, The Hartman Group

2 H e a l t h + W e l l n e s s h a s b e c o m e a c u l t u r a l i m p e r a t i v e 2

3 H e a l t h + W e l l n e s s i n v o l v e m e n t i s a b e t t e r p r e d i c t o r o f b e h a v i o r t h a n d e m o g r a p h i c s The World of H+W is divided into segments with varying intensity of involvement The gap between aspirations and behavior narrows as consumers become more engaged with H+W Core is the most intensely involved in H+W Inner Mid-level adopt Core attitudes and behaviors but with less consistency and reach Outer Mid-level experiment with H+W but tends to prioritize other concerns Periphery is the least involved in H+W Source: Culture of Wellness % 25% 21% 13% The Hartman Group s World of Wellness Segmentation Captures 100% of Consumers 3

4 C o n s u m e r s t e n d t o e a t l e s s h e a l t h y w h e n e a t i n g o u t 54% of consumers eat less healthy when eating out than when eating at home Reasons Consumers Eat Less Healthy When Eating Out 40% There are not enough healthy menu options for me 32% There are not enough healthy restaurants 28% It is more affordable to eat healthy when eating 25% It's harder to tell what is healthy or not 24% The portions are larger than what is healthy for me 19% 12% of consumers eat more healthy when eating out than when they eat at home Source: Culture of Wellness 2013 C9. Compared to the food and beverages I provide for myself at home, the food and beverages I have when I EAT OUT are... Base: n=2551-total. Reasons Consumers Eat More Healthy When Eating Out It is easier to eat healthy when someone else cooks Health and wellness is a higher priority for me when eating out It is more affordable to eat healthy when eating out than at home I don't know healthy cooking techniques The convenience foods I use at home are not healthy The people I eat out with lead me towards healthier options C10. Why do you eat LESS healthy when eating out? (Select all that apply). Base: Consumers thinking eating out is less healthy n=1373-total. C11. Why do you eat MORE healthy when eating out? (Select all that apply). Base: Consumers thinking eating out is more healthy n=286-total Source: A Culture of Wellness % 22% 21% 29% 39% 43% 4

5 E a t i n g o u t i s a f u n v e n u e t o d i s c o v e r n e w w a y s o f e a t i n g Foodservice also provides a context to try out different approaches to eating Eating vegan or drinking a green juice on occasion is equivalent to eating Thai or Vietnamese As consumers outsource more of their cooking, they seek out healthier options for their everyday eatings I love coming here sometimes. I m not vegan I love steaks but I also love their vegan ham. Outer Mid-level consumer Dough, a vegan eatery in Atlanta GA Source: Culture of Wellness

6 O c c a s i o n s a r e t h e m o s t i m p o r t a n t f a c t o r i n f l u e n c i n g H + W w h e n d i n i n g o ut Consumers rarely consider nutritional information in casual restaurants because they understand that the occasion is defined by indulgence, and therefore, irrelevant Relevance of healthy eating to the occasion is greater when in fast food restaurants When I m I need Health is I tend to choose Stressed, rushed, fatigued Something quick, tasty, that will satisfy craving Moderately high importance Seeking a routine, but enjoyable, meal or snack Something reasonably priced, reliable and tasty Moderately high importance In the mood for a sitdown meal Something delicious, a light splurge, an experience Low to moderate importance Fast Food Fast casual or fast food Casual dining Source: Health + Wellness Deep Dive The Hartman Group, Inc 6

7 N u t r i t i o n a l i n f o r m a t i o n h e l p s c o n s u m e r s w h o a r e a l r e a d y m i n d f u l Nutritional information suggests a level of care and trust While this information may not sway consumers, they see value in knowing they may be overindulging and can make better decisions at their next meal Nutritional information is a roadmap for ordering at an unfamiliar restaurant It didn t change what I ordered, but it made me realize how many calories were in it. - Outer Mid-level consumer The idea flashes into your mind to get the smaller one. - Inner Mid-level consumer The calorie range allows consumers who care more to omit high-calorie ingredients, while enabling those who care less to ignore the calorie count within the wide range Source: Culture of Wellness

8 H e a l t h i e r c h o i c e s a r e h i g h e r q u a l i t y, c u s t o m i z a b l e f o o d s Higher-quality foods cue healthier in a more desirable way than nutritional interpretations of food (low calories, heart healthy) Consumers want eating out to be an enjoyable experience ( what I can have ) rather than an ascetic one ( what I ought to have ) Cues of higher quality: More vegetables Local Seasonal Organic Good ingredients Scratch-made in-house Culinary trends Customization Source: Culture of Wellness 2013 Sally was considered high maintenance because of the specific way she ordered her food. Picky eating is now socially acceptable. I go to Chipotle, which is better than most. I get the salad and burrito bowl I can cut out the carbs and not be so gluttonous. Outer Mid-level consumer 8

9 T h e a b i l i t y t o c u s t o m i z e o r d e r s a c c o r d i n g t o o n e s H + W n e e d s i s m o s t i m p o r t a n t to c o n s u m e r s w h e n e a t i n g o u t Ability to customize how dishes are prepared (e.g., choose my sandwich toppings) Clear identification of healthier and healthiest food choices Large selection of healthful menu items (e.g., heart healthy, low calorie) Nutritional information (calories, fat content, etc.) on menu items Availability of smaller portion sizes Staff knowledgeable about nutritional aspects of menu items/ingredients Menu information to help manage specific health conditions Symbol next to menu items that have been approved by a third-party health Separate menu featuring healthy or lowercalorie options Large selection of organic menu items Source: Culture of Wellness % 42% 38% 34% 36% 37% 37% 27% 36% 35% 29% 34% 35% 18% 31% 30% 25% 31% 42% 30% 25% 29% 29% 30% 24% 28% 35% 27% 26% 21% 36% 20% 49% 49% 55% 50% 54% 49% 63% 61% Mid-level consumers are more likely than Periphery consumers to want the ability to customize dishes, desire healthier options and portion sizes Overall Core Mid-level Periphery Q62. How important are the following features to making the restaurant a health and wellness destination for you? (Top-2 box: Extremely/Fairly important). Bases: Overall (n=540), Core (n=58), Mid-level (n=404), Periphery (n=78). Source: Health + Wellness Deep Dive

10 A r e s t a u r a n t s h e a l t h f u l n e s s i s a s s e s s e d b y h o w c o n s u m e r s f e e l a f t e r w a r d s As consumers increasingly look within to assess their own wellness status, they assess the healthfulness of a restaurant by how they feel after eating: Heavy or light? Normal or disrupted digestion? Good energy or fatigued? It was one of the best feelings I ve had eating at a restaurant you just get this feeling of freshness, of not eating junk. - Outer Mid-level consumer The popularity of juicing is in part due to the feeling of doing something good for yourself and the feeling of lightness after consumption (versus a greasy hamburger) You know, when you come home feeling greasy, and have to run it off or sleep it off that s not a healthy experience. - Outer Mid-level consumer Source: Culture of Wellness

11 T h e l a r g e m a j o r i t y o f U. S. c o n s u m e r s a r e i n s i d e t h e W o r l d o f S u s t a i n a b i l i t y * Anyone who considers sustainability when making purchase decisions inhabits this "World of Sustainability" * * Familiar/Unfamiliar with the term sustainability Segmentation is based on self-reported respondent behavior regarding: animal testing, packaging, community issues, supporting companies helping the local community, recycling and price. Base: All consumers (n=1,841), Consumers inside the World of Sustainability (n=1,587). Source: Sustainability When Personal Aspiration and Behavior Diverge. 11

12 S u s t a i n a b i l i t y i s c o m p o s e d o f Z o n e s o f R e s p o n s i b i l i t y How consumers think about companies and their products in terms of sustainability can be divided into four zones: Personal zone Personal benefits ( e.g., health/safety, finances, positive selfregard) to the consumer Social zone Human and animal welfare; improving physical and emotional well-being Environmental zone The equilibrium of the planet; stewardship of water, earth, and air Economic zone Distribution of monetary resources, jobs, and profits Consumers flow seamlessly between discussion of the different zones» Attributes in responsibility zones can ladder up to personal benefits (and vice versa)» Sustainability attributes that most clearly also cue personal benefit are often regarded as the most relevant» The more consumers evolve in the World of Sustainability, the more interconnected the zones appear» When Sustainability and Personal Benefits meet, consumers are given the opportunity to FEEL GOOD about the products they re using Source: Sustainability When Personal Aspiration and Behavior Diverge. 12

13 U n c e r t a i n t y o v e r w h a t i t m e a n s i n f o o d s e r v i c e i s t h e p r i m a r y b a r r i e r to m a k i n g s u s t a i n a b l e p u r c h a s e s I m not sure when a product is sustainable or not Can t always find sustainable options where I shop I m more comfortable buying the product I m used to I question whether the product will work/taste good enough When I am actually shopping I forget to think about sustainable options It s too confusing to navigate through the sustainable options I need to look out for myself (or my family) before I worry about other concerns I want to focus on immediate needs rather than something in the distant future The opinions/requests of others (family, friends) outweigh my desire to buy sustainable products My purchase won t really make a difference Buying sustainable products just isn t for me Mean Fast Food Cafeteria Casual Dining 30% 29% 26% 33% 23% 18% 26% 26% 25% 24% 27% 23% 18% 16% 17% 21% 17% 13% 20% 18% 15% 15% 14% 17% 16% 14% 20% 15% 10% 9% 13% 8% 14% 12% 18% 13% 11% 8% 17% 8% 11% 10% 19% 6% More consumers are uncertain about whether or not a product is sustainable in a Casual Dining Restaurant than in other food service venues Q60. Even though you might like to eat at sustainable <PIPE CATEGORY>, you probably don t always do so. What are the main reasons you don t make such a purchase? Bases: Significant shoppers inside World of SUS who ate at category in past 3 months; Fast Food Restaurant (n=278), Cafeteria (n=241), Casual Dining Restaurant (n=306). Source: Sustainability When Personal Aspiration and Behavior Diverge. 13

14 I n t h e W o r l d o f S u s t a i n a b i l i t y, c o n s u m e r s u n d e r s t a n d f o o d s e r v i c e i n t e r m s o f i t s r o l e i n t h e l o c a l c o m m u n i t y Consumers feel good about eating at food service operators that they can see are playing an active role in their local community They are seen as both an employer and the venue for vibrant social interactions and events Active: providing jobs, hosting events, providing sustainable products supporting causes Passive: simply contributing positively to the overall ambience of a neighborhood with a strong dining experience Consumers assume that a company that looks after its staff and its community, will also care about its food quality As a result, these attributes are felt most intensely in the casual dining context, where consumers are looking for a higher quality experience Food Waste Food waste is not top of mind for consumers However, consumers can be impressed by programs that make innovative use of waste e.g. giving leftover product to the homeless Composting is admired, but consumers express confusion over what waste to put what receptacles Source: Sustainability When Personal Aspiration and Behavior Diverge. 14

15 I n f o o d s e r v i c e, m e n u s e l e c t i o n s a n d c o m m u n i c a t i o n s a r e t h e f o u n d a t i o n o f a s u s t a i n a b i l i t y h a l o Consumers tend to think first about the meat products» Humane treatment of the animals (grass fed, pasture raised, free range, cage free, no hormones or antibiotics) Of next importance are seafood (e.g., sustainable farming or fishing), produce (e.g., organic, non-gmo, local) and coffee (Fair Trade) The Consumer Perspective Marketing to consumers sustainability and H&W interests can be achieved simultaneously by appealing to Personal Benefits personal/familial health and safety and quality experiences. Key attributes include: Fresh Personal Benefits Organic Local HEALTH & WELLNESS SUSTAINABILITY Heritage / Heirloom Seasonal Artisanal Source: Sustainability When Personal Aspiration and Behavior Diverge. 15

16 C o m m u n i c a t e a n d d e l i v e r P e r s o n a l B e n e f i t s t o b e r e l e v a n t Source: Sustainability When Personal Aspiration and Behavior Diverge. 16

17 K e y T a k e a w a y s Healthy = Quality. Cue higher quality (e.g., heirloom, seasonal) to convey health rather than taking a strictly nutritional approach. Customization is the critical health attribute at foodservice. Foodservice occasions are often indulgent occasions, and there is room for indulgence (e.g., exciting global flavors) in health and wellness Routine, frequent eating occasions and fast food occasions prime consumers health conscientiousness Sustainability is difficult to perceive/understand in foodservice contexts. The quality of the food/menu (especially meat, seafood, produce, coffee) will speak volumes. Sustainable = Quality. Cue higher quality and health and wellness with sustainable attributes (personal benefits, social responsibility) Positive community involvement is critical for foodservice to be considered a place for consumers to feel good about patronizing. Marketing to Personal Benefits (product quality/safety) will enable foodservice operators to speak simultaneously to consumers health and wellness and sustainability interests. 17

18 ABOUT THE HARTMAN GROUP The Hartman Group, located in Bellevue, Washington, blends leading-edge customized research and consulting to understand the subtle complexities of consumer and shopper behavior. Since 1989, Hartman Group has provided unique perspectives on the underlying motivations and behaviors that move the needle for our clients. To learn more about how Hartman Group stays sharply focused on how consumers live, shop and use brands and products visit: THE HARTMAN GROUP, INC 3150 RICHARDS ROAD, STE 200 BELLEVUE, WA TEL (425) FAX (425) Sign up for our consumer insights briefing: 18