Consumers Say They Want Healthy, but Aren't Buying It

A note to food marketers: Consumers who say they want healthy options are unlikely to actually order off the healthy menu. "There's definitely a dichotomy between what people say they want and what they actually do when it comes to healthy restaurant eating," Maria Caranfa, a registered dietitian and director at Mintel Menu Insights, said in a statement. "Over eight in 10 adults told us it's very or somewhat important to them to eat healthy, but when it comes to dining out, most people are really looking for taste, texture and experience." According to Mintel, price was also a deterrent in selecting better-for-you meals. As cash-strapped consumers tighten their belts, they're choosing cheap and tasty comfort food. Mintel found that only one in five consumers rank a food's health attributes as an important factor when choosing dinner. But 77% of them thought about "taste," and 44% considered "hunger satisfaction." And a particular problem for restaurants: While roughly 75% of those surveyed said they would like to see more healthy options, only 51% order from those selections...AdvertisingAge

Imagine that: Price, taste and fulfillment influence a consumer's choice.

A real shocker to the Politically Superior Ones.