CONSUMER & RESTAURANT MENU TRENDS: THE CLEAN LABEL … · 2018-08-25 · Clean label menu mentions...
Transcript of CONSUMER & RESTAURANT MENU TRENDS: THE CLEAN LABEL … · 2018-08-25 · Clean label menu mentions...
© 2017 Technomic Inc.
CONSUMER & RESTAURANT MENU TRENDS: THE CLEAN LABEL INFLUENCE
March 28-29, 2017
© 2017 Technomic Inc. 2
Our research ❶
Consumer insights ❷
Operator insights ❸
Menu insights ❹
Key areas of opportunity ❺
Table of contents
© 2017 Technomic Inc. 3
Only Technomic delivers a 360° view of
the food industry. We impact growth and
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relevant strategic insights.
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© 2017 Technomic Inc.
CONSUMER INSIGHTS
4
© 2017 Technomic Inc. 5
DEFINITIONSof health ARE CHANGING
Source: Healthy Eating Consumer Trend Report, Technomic
My definition of healthy food items has
changed over the past two years Agree & agree completely
44%
33%
56%
43%
18-34
35+
Male Female
% Overall
51%
38%
“Avoid processed foods”
“Be more aware of additives”
“Reduce my meat consumption”
“Be well-rounded: eat healthy,
indulge occasionally and be active”
“Include mental and physical health”
“GMO-free and is organic”
“Include feeling good emotionally”
© 2017 Technomic Inc.
72%
68%
70%
68%
66%
65%
66%
58%
59%
48%
77%
80%
75%
74%
76%
74%
70%
69%
59%
66%
Preservative-free
Natural
No artificialsweeteners
Hormone-free
Unprocessed
Organic
Antibiotic-free
GMO-free
Clean
Real
Male Female6
Six out of 10 consumers feel that CLEANclaims align with greater healthfulness
Perceived healthfulness: natural & organic terms Slightly & much more healthy
% Overall
75%
71%
74%
72%
71%
70%
68%
64%
59%
57%
Source: Healthy Eating Consumer Trend Report, Technomic
© 2017 Technomic Inc. 7
What does clean food mean
to you? Clean food is…
“The absence of additives”
“All-natural, no artificial flavoring”
“Clean food is local, sustainable, organic,
environmentally safe because of the way it is grown”
“An item that is GMO-free, organic and fresh”
“Food that is raw and natural with no
added ingredients or preservatives and the
type of food that nourishes your body”
“Unprocessed food”“Food that hasn’t been treated with
chemicals and is grown sustainably”
“Pesticide- and steroid-free”
“Washed and free of contamination”
“No extra stuff, organic ingredients, keeping it clean”
Consumers’ definitionsof clean eatingmostly focuson the absenceof additives
Source: Healthy Eating Consumer Trend Report, Technomic
© 2017 Technomic Inc. 8
Which of the following claims, if any, do you associate with clean eating? Select all that apply.
Source: Healthy Eating Consumer Trend Report, Technomic
61%
58%
53%
51%
50%
49%
45%
26%
23%
19%
16%
15%
14%
No artificial ingredients
Preservative-free
Fresh
Hormone-free
Unprocessed
Antibiotic-free
Non-GMO
Gluten-free
Vegetarian/vegan
Local
Seasonal
Sustainable
Authentic
© 2017 Technomic Inc. 9
The clean label consumer skews female, millennial and slightly higher income
54%Caucasian
33%Millennial
28%HH Income
$50K-$100K
The clean
label
consumer51%Female
Source: Healthy Eating Consumer Trend Report, Technomic
© 2017 Technomic Inc.
13%
11%
9%
11%
10%
12%
11%
10%
9%
7%
30%
28%
26%
33%
26%
28%
26%
26%
18%
24%
37%
34%
36%
26%
34%
29%
31%
30%
41%
36%
Natural
Unprocessed
Preservative-free
Organic
Hormone-free
Clean
Antibiotic-free
GMO-free
No artificial sweeteners
Real
Signficantly more (>5% increase) Slightly more (≤5% increase) No more
10
40% of consumers would pay more for items featuring clean claims…
72%
70%
80%
71%
70%
69%
68%
67%
67%
67%
Impact on purchase: natural & organic termsI’d be more likely to buy and am willing to pay___ for…
Up
from
2014
Source: Healthy Eating Consumer Trend Report, Technomic
© 2017 Technomic Inc. 11
…and a similar proportion (42%) assume clean claims positively impact an item’s taste
53%
49%
44%
43%
42%
40%
39%
33%
32%
30%
42%
46%
37%
42%
52%
46%
49%
58%
60%
59%
5%
5%
19%
16%
6%
14%
12%
8%
8%
11%
Natural
Real
No artificial sweeteners
Unprocessed
Clean
Organic
Preservative-free
Hormone-free
Antibiotic-free
GMO-free
Slightly/much more tasty No impact on taste Slightly/much less tasty
Impact on taste: natural & organic termsFood/beverage described as____ is….
(up from 45% in 2014)
(up from 33% in 2014)
Source: Healthy Eating Consumer Trend Report, Technomic
© 2017 Technomic Inc. 12
Source: Healthy Eating Consumer Trend Report, Technomic
Consumers seek THE TRUTH from restaurants
would like restaurants to
be more TRANSPARENT
about what’s in their food86%
© 2017 Technomic Inc.
© 2017 Technomic Inc.
OPERATOR INSIGHTS
13
© 2017 Technomic Inc. 14
Operators understand they must meet evolving consumer demands
Proportion of operators agreeing that the following sustainability factors
will have a great or moderate influence on purchase decisions in the future
89%
Health & wellness
84%
Buying local
84%
No chemicals/pesticides
82%
Clean labels
82%
Sustainablyproduced
79%
Humane animaltreatment
79%
No hormones/antibiotics
Source: Foodservice Planning Program Operator Survey, Technomic
© 2017 Technomic Inc.
© 2017 Technomic Inc. 15
Clean label menu mentions spiked 19% in 2016 at commercial operations
1,191
299
1,419
317
Menu incidence Operators offering
2015 2016
31
31
46
47
87
125
1,052
26
23
48
45
95
104
850
Kids menu
Side/extra
Dessert
Add-on
Nonalcoholbeverage
Appetizer/starter
Entree/main dish
Clean label claims on the menu Clean label claims, by mealpart
Source: MenuMonitor, Technomic
© 2017 Technomic Inc. 16
Overall, more commercial operators menued clean label claims in 2016, compared to 2015
22.0%
9.0%
24.6%
19.8% 19.0%
35.2%32.3%
45.6%
Overall Quick Service Fast Casual Midscale TraditionalCDR
ContemporaryCDR
Upscale CDR Fine Dining
2015 20.7% 8.0% 22.1% 17.9% 17.0% 30.4% 37.1% 49.3%
Operator penetration By segment (2016)
Source: MenuMonitor, Technomic
© 2017 Technomic Inc.
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Commercial operators are increasingly calling out food that is free of any additives
Sustainably caught +1,100.0%
No steroids/steroid-free +250.0%
Humanely raised +159.0%
GMO-free +138.7%
Cage-free +32.3%
Top “clean” keyword mentions on menus
Fastest-growing clean keywords (YOY)
4,359
2,642
1,234
343
275
213
181
176
134
117
79
74
70
53
41
Organic
Natural
Local
Free-range
Grass-fed
Cage-free
Sustainable
Hormone-free
Antibiotic-free
Humanely raised
Grade A
GMO-free
Fair trade
Grain-fed
Naturally raised
Source: MenuMonitor, Technomic
© 2017 Technomic Inc. 18
Beef-centric dishes featured more clean labeling in 2016 at commercial operations
Fastest-growing items featuring clean labelsTop items featuring clean labels
300.0%
142.9%
133.3%
120.0%
90.9%
83.3%
75.0%
66.7%
57.1%
50.0%
45.5%
37.5%
37.5%
37.5%
29.0%
25.0%
23.5%
18.4%
13.6%
13.6%
Rib-eye Steak
Filet/Filet Mignon
Turkey Sandwich/Wrap
Strip Steak
Salmon
Scrambled Eggs
Chicken Strips/Nuggets
Bacon, Egg & Cheese
Fish Sandwich/Wrap
Chicken Salad
Other Chicken Dish
Grilled Chicken
Barbecue Burger
Breakfast Platter
Chicken Sandwich/Wrap
Chicken
Hamburger
Specialty Burgers
Coffee/Filter Coffee
Bacon Cheeseburger
103
49
32
29
25
25
24
21
21
21
21
18
17
16
14
13
12
12
12
12
87
38
34
28
22
22
16
9
11
17
22
17
7
11
8
18
3
11
12
12
Specialty Burgers
Chicken Sandwich/Wrap
Cheeseburger
Burrito/Chimichanga
Coffee/Filter Coffee
Bacon Cheeseburger
Chicken Salad
Turkey Sandwich/Wrap
Salmon
Hamburger
Specialty Salad
Mexican Bowl
Filet/Filet Mignon
Other Chicken Dish
Chicken Strips/Nuggets
Roasted Chicken
Rib-eye Steak
Caesar Salad
Taco/Taquito
Turkey Burger
2016 2015Source: MenuMonitor, Technomic
© 2017 Technomic Inc. 19
Clean label menu mentions were down overall in 2016 at noncommercial operations
310
85
296
80
Menu Incidence Operators Offering
2015 2016
1
5
6
8
20
37
219
1
7
3
8
22
40
229
Add-on
Dessert
Kids Menu
Nonalcohol Beverage
Side/Extra
Appetizer/Starter
Entree/Main Dish
Clean label claims on the menu Clean label claims, by mealpart
Source: MenuMonitor, Technomic
© 2017 Technomic Inc. 20
Overall, fewer noncommercial operators menued clean label claims in 2016
Operator penetration by segment (2016)
23.8%
15.0%10.0%
66.1%
34.8%
20.0%
Overall College &Universities
Hospitals Lodging Recreation Retailers
2015 25.3% 18.0% 10.0% 64.3% 34.8% 24.0%
Source: MenuMonitor, Technomic
© 2017 Technomic Inc. 21
Cage-free claims grew on menus in 2016, referencing
egg dishes, along with sustainable and unprocessed
claims
LOCAL remains the leading clean label claim, despite declines in 2016 at noncommercial
Clean label mentions by claim type
157
77
24
17
15
14
10
4
2
1
N/A
N/A
165
64
20
18
26
9
14
5
2
1
1
1
Local
Cage-free
Sustainable
Grass-fed
Free-range
Unprocessed
Locally sourced
Fair trade
Locally farmed
Sustainably sourced
Hormone-free
Sustainably raised
2016 2015Source: MenuMonitor, Technomic
© 2017 Technomic Inc. 22
Breakfast items featured more clean labeling in 2016 at noncommercial operations, compared to 2015
Fastest-growing items featuring clean labels
100.0%
60.0%
50.0%
44.4%
25.0%
20.0%
20.0%
16.7%
Shrimp
Eggs Benedict/Florentine
Other Omelet
Breakfast Platter
Other Nonbreaded Protein
Quiche/Frittata
Roasted Chicken
Create-Your-Own Omelet
Top items featuring clean labels
13
13
12
10
8
7
7
6
6
6
6
6
6
5
5
4
4
4
4
3
9
13
10
10
5
6
7
3
4
5
6
8
11
4
7
2
2
3
5
1
Breakfast Platter
Crepes/Blintzes
Quiche/Frittata
Cheese/Cheese Platter
Eggs Benedict/Florentine
Create-Your-Own Omelet
Eggs Any Style
Shrimp
Other Omelet
Roasted Chicken
Burrito/Chimichanga
Cheeseburger
Specialty Burgers
Other Nonbreaded Protein
Scrambled Eggs
Specialty Salad
Other Salads
Steak & Eggs
Hamburger
Mixed Vegetables
2016 2015Source: MenuMonitor, Technomic
© 2017 Technomic Inc.
MENU INSIGHTS
23
© 2017 Technomic Inc. 24
Clean label on the menu
Tuscan Chicken
Sandwich
Hand-Breaded, No Antibiotics, Vegetarian-Fed, American Humane
Certified. Combo Meal Includes Regular Fry And Regular Soda.$5.69
Apple Pear Waffle
Whole-Grain Belgian Waffle Topped With Caramelized Apple And Pear
Compote, Whipped Greek Yogurt, Pure Maple Syrup. Our 100% Whole-
Grain Waffles Are Made From Scratch Daily Using Cage-Free Eggs
And Just A Hint Of Turbinado Sugar. All Waffles Are Served With
Whipped Butter And Pure Maple Syrup.
$7.50
Canederli Con
Spinaci
Canederli Con Spinaci Free-Range Chicken Broth With Spinach And
Ricotta Dumplings Topped With Grana Padano. Starter Option On The
Taste Of Trentino-Alto Adige Menu.
$9.50
Grilled Chicken BLTA
Natural Cage- And Hormone-Free Chicken, Rosemary Parmesan
Bacon, Avocado Mash, Tomato, Green Leaf, Sage And Garlic Aioli,
Honey Wheat Bun.
$11.99
Spinach And Feta
Burger
Cooked To A Juicy Medium. Served With Fries. Our Beef Is Humanely
Raised, All-Natural And Vegetarian-Fed.$13.00
Midwest Omelet
Local Illinois Ham Off The Bone And Applewood Smoked Bacon With
Wisconsin White Cheddar. All Egg Dishes Come With House Potatoes
And Toast. Gluten-Free.
$12.50
Billy Barou Nachos
Served With Your Choice Of Protein Along With Beans, Moe’s Famous
Queso, Pico De Gallo, Jalapenos And Black Olives. Protein Options
Include Grass-Fed Steak, All-Natural Chicken, Grain-Fed Pulled Pork,
100% Ground Beef Or Organic Tofu.
$8.99
© 2017 Technomic Inc. 25
Clean label on the menu
Best Western Plus
Beach Resort
Monterey—Cafe
Beach Restaurant
Black Forest Ham
Omelet
Black Forest Ham, Cheddar Cheese. Made With Three Cage-Free Eggs
Served With Breakfast Potatoes And Choice Of Toast.$14.00
Lambeau Field—1919
Kitchen & Tap
Free-Range Half
Chicken
Black-Eyed Peas, Sweet Corn, Roasted Red Peppers, Buttered Corn
Milk.$17.00
University Of
California At Davis—
Tercero Dining Hall
Grass Fed Burger Tomato Street Grill—Fresh Grilled. -
Disney's Hollywood
Studios At Walt
Disney World—The
Hollywood Brown
Derby
Local Greens Salad
With Champagne
Vinaigrette
Florida Blueberries And Heirloom Apples, Laura Chenel Goat Cheese,
Spiced Candied Pecans.$11.00
University Of
Vermont Medical
Center
Cheddar Cheese Plate Variety Of Local Cheddar Cheese, Served With Crackers. -
New York Palace
Hotel—Room ServiceEggs Benedict
Canadian Bacon, Toasted English Muffin, Hollandaise Sauce, Breakfast
Potatoes. All Eggs Are Cage-Free And Locally Sourced. Served Daily
From 6:00 A.M. Until 11:30 A.M.
$27.00
Cornell University—
Robert Purcell
Marketplace Eatery
Cajun Tofu
Hot Traditional Station. 100% Trans Fat-Free. 100% Whole-Grain,
Lower In Fat, Sugar And Salt, And Made From Unprocessed
Ingredients.
-
© 2017 Technomic Inc. 26
CLEAN LABELING NEWS
Papa Murphy’s
Pizza began serving
antibiotic-free chicken
Dickey’s Barbecue
Pit rolled out chicken that is
antibiotic- and hormone-free,
vegetarian-fed and humanely
raised
McDonald’sremoved
some artificial
preservatives
from its meats and eggs
Pizza Hut removed
preservatives BHA and BHT from
all meats, antibiotics from chicken
and preservatives from cheese
Panera finished its
goal of creating
a 100% clean
menu
© 2017 Technomic Inc. 27
CLEAN LABELING NEWS TO EXPECT
Blaze Pizzaannounced the removal
of artificial additives
with its Keepin’ It Real
initiative (2017)
Taco Bell announced plans
to eliminate all antibiotics from
its chicken at units in the U.S.,
remove most preservatives and
other additives from its food at
its U.S. restaurants and use
100% cage-free eggs by 2018
Wendy’s plans to
source smaller chickens
and will also eliminate
the use of antibiotics
Burger King/Tim
Hortons intends to
eliminate the use of
antibiotics in its poultry
supply in the U.S. by 2017
Arby’s plans to serve only antibiotic-free chicken
and to remove all artificial flavors and colors from
menu items starting in 2017; the chain plans to serve
only cage-free eggs by 2020
Chick-fil-A plans to
serve only antibiotic-free
chicken by 2019 and cage-
free eggs by the end of
2026
And beyond restaurants…
Sheetz, Compass Group,
Sodexo, Six Flags,
Kroger, Publix committed
to cage-free eggs by 2025/2026
© 2017 Technomic Inc.
But…
28
Some chains like Chipotle’s
Tasty Made have gone the
opposite direction
Responsibly raised, hormone- and
antibiotic-free meat (over $6)
Conventionally raised beef ($4.10)
© 2017 Technomic Inc. 29
Other major menu trends impacted by the clean label movement
© 2017 Technomic Inc.
© 2017 Technomic Inc. 30
Organic is mainstreamChick-fil-A added its first organic kids item, Honest
Kids’ Appley Ever After juice, and is evaluating
adding other organic items
© 2017 Technomic Inc. 31
Consumers say they would be more
likely to purchase beverages that are
naturally sweetened (61%), all-natural
(59%), free of artificial ingredients
(55%) and free of HFCS (50%).
Natural sweeteners in beverages
Preferred beverage sweeteners
19%
18%
15%
8%
8%
10%
6%
5%
6%
21%
14%
14%
13%
10%
5%
6%
6%
4%
White/granulated sugar
Cane sugar
Honey
Stevia
Sucralose
Brown Sugar
Saccharin
Aspartame
Agave nectar/syrup
18-34 35+
20%
16%
14%
11%
% Overall
9%
7%
6%
5%
6%
Q: Which types of sweeteners do you prefer for your beverages, either those already included in
the beverage or those you add yourself? Select all
Source: Beverage Consumer Trend Report, Technomic
© 2017 Technomic Inc.
© 2017 Technomic Inc. 32
of consumers say that
food that has no artificial
sweeteners is healthier
Natural sweeteners in food
OPPORTUNITIES
Ninety Nine Restaurants’
Roasted Maple Pork Tenderloin
72%
Sugar
Maple
Agave
Honey
Real-fruit jam
Source: Healthy Eating Consumer Trend Report, Technomic
© 2017 Technomic Inc. 33
Real butter, fat
PDQ
Popeyes Louisiana Kitchen
38%of consumers
consider some types of fats to be good
for them
Source: Healthy Eating Consumer Trend Report, Technomic
© 2017 Technomic Inc. 34
Better proteins
Chili’s Grill & Bar unveiled
Hand-Crafted Burgers this
summer, with an optional grass-
fed beef patty raised without
hormones or antibiotics
© 2017 Technomic Inc. 35
Key areas of opportunity
Build trust through transparency1
Packaging matters2
Keep up on evolving trends3
Know your customer4
Questions?
312-876-0004 | [email protected] | technomic.com
LIZZY FREIERManaging Editor
AIMEE HARVEYManaging Editor