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 Health & Wellness and Sustainability at Foodservice © 2014 The Hartman Group, Inc
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
3 Health & Wellness and Sustainability at Foodservice © 2014 The Hartman Group, Inc
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
13%
21%
41%
25%
The Hartman Group’s World of Wellness Segmentation Captures 100% of
Consumers
Source: Culture of Wellness 2013
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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
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.
40%
32%
28%
25%
24%
19%
There are not enough healthy menu options for me
There are not enough healthy restaurants
It is more affordable to eat healthy when eating…
It's harder to tell what is healthy or not
The portions are larger than what is healthy for me
Reasons Consumers Eat Less Healthy When Eating Out
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 2013
43%
39%
29%
22%
21%
12%
It is easier to eat healthy when someone else cooks
Health and wellness is a higher priority for me wheneating out
It is more affordable to eat healthy when eating outthan 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 healthieroptions
Reasons Consumers Eat More Healthy When Eating Out
54% of
consumers eat less healthy when eating out than when eating at home
12% of
consumers eat more healthy when eating out than when they eat at home
Source: Culture of Wellness 2013
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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 2013
6 Health & Wellness and Sustainability at Foodservice © 2014 The Hartman Group, Inc 6 © 2011 The Hartman Group, Inc
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 u t
“When I’m…” Stressed, rushed, fatigued
Seeking a routine, but enjoyable, meal or snack
In the mood for a sit-down meal
“I need…” Something quick, tasty, that will satisfy craving
Something reasonably priced, reliable and tasty
Something delicious, a light splurge, an experience
“Health is…” Moderately high importance
Moderately high importance
Low to moderate importance
“I tend to choose…”
Fast Food Fast casual or fast food Casual dining
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
Source: Health + Wellness Deep Dive 2011
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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
“The idea flashes into your mind to get the smaller one.” - Inner Mid-level consumer
“It didn’t change what I ordered, but it made me realize how many calories were in it.” - Outer 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 2013
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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 “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
Sally was considered “high maintenance” because of the specific way she ordered her food. Picky eating is now socially acceptable.
Source: Culture of Wellness 2013
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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 t o c o n s u m e r s w h e n e a t i n g o u t
49%
38%
37%
36%
34%
31%
31%
29%
28%
21%
63%
61%
55%
50%
54%
49%
42%
29%
35%
36%
49%
34%
37%
35%
35%
30%
30%
30%
27%
20%
42%
36%
27%
29%
18%
25%
25%
24%
26%
13%
Ability to customize how dishes are prepared(e.g., choose my sandwich toppings)
Clear identification of healthier andhealthiest 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 nutritionalaspects of menu items/ingredients
Menu information to help manage specifichealth conditions
Symbol next to menu items that have beenapproved by a third-party health…
Separate menu featuring healthy or lower-calorie options
Large selection of organic menu items
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 2011.
Mid-level consumers are more likely than Periphery consumers to want the ability to customize dishes, desire healthier options and portion sizes
Source: Culture of Wellness 2013
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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
“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
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)
Source: Culture of Wellness 2013
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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 2013 - When Personal Aspiration and Behavior Diverge.
*
*
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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:
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
Personal zone
Personal benefits ( e.g., health/safety,
finances, positive self-
regard) 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
Source: Sustainability 2013 - When Personal Aspiration and Behavior Diverge.
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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 t o 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
More consumers are uncertain about whether or not a product is sustainable in a Casual Dining Restaurant than in other food service venues
Mean Fast Food
Cafeteria Casual Dining
I’m not sure when a product is sustainable or not
30% 29% 26% 33%
Can’t always find sustainable options where I shop
23% 18% 26% 26%
I’m more comfortable buying the product I’m used to
25% 24% 27% 23%
I question whether the product will work/taste good enough
18% 16% 17% 21%
When I am actually shopping I forget to think about sustainable options
17% 13% 20% 18%
It’s too confusing to navigate through the sustainable options
15% 15% 14% 17%
I need to look out for myself (or my family) before I worry about other concerns
16% 14% 20% 15%
I want to focus on immediate needs rather than something in the distant future
10% 9% 13% 8%
The opinions/requests of others (family, friends) outweigh my desire to buy sustainable products
14% 12% 18% 13%
My purchase won’t really make a difference
11% 8% 17% 8%
Buying sustainable products just isn’t for me
11% 10% 19% 6%
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 2013 - When Personal Aspiration and Behavior Diverge.
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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 left-over product to the homeless
Composting is admired, but consumers express confusion over what waste to put what receptacles
Source: Sustainability 2013 - When Personal Aspiration and Behavior Diverge.
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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
• Organic
• Local
• Heritage / Heirloom
• Seasonal
• Artisanal
Source: Sustainability 2013 - When Personal Aspiration and Behavior Diverge.
SUSTAINABILITY
Personal Benefits
HEALTH & WELLNESS
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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 2013 - When Personal Aspiration and Behavior Diverge.
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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.
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ABOUT THE HARTMAN GROUP
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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
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