ABOUT THE REPORT The Hartman Group Research Methodology Integrated qualitative and quantitative online survey. Quantitative online survey: Nationally representative sample of 1,554 U.S. adults (aged 18-69) who purchased food or takeout at least once in the past month. All respondents were also sole or shared decision makers of the dining process. The survey fielded November 2014. Qualitative: Ethnographic research techniques including mini-groups, “dine and talk” sessions and national telephone interviews in which respondents were asked to document the dining experience through their own supplied imagery. Report Length: 110 pages (PowerPoint and PDF format) and includes a set of standard demographic data tables in Excel format. Changing Tastes Analysis Changing Tastes provides additional analyses of the sustainability and operational implications of the research including climate and water, nutrition and dietary patterns, and productions. Changing Tastes provides analyses on how consumer preferences align with risks from food cost volatility. Pricing information can be found on the order form, which is the last page of this overview.
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DINERS’ CHANGING BEHAVIORS SUSTAINABILITY, WELLNESS & WHERE TO EAT
A NATIONALLY SYNDICATED REPORT BY THE HARTMAN GROUP AND CHANGING TASTES
Executive Summary Excerpt
Introduction Food culture and eating norms are changing as dramatically and rapidly as the environmental
and public health imperatives that are reshaping the nature of the food service industry.
Just as people now shop at an array of food retailers, seeking new experiences and flavors
such as local, organic, natural and fresh distinctions, so too do they look for those experiences
while eating out. Although traditional dining habits persist (e.g., eating out remains tied to
celebration), consumers have outsourced food preparation and now eat out as a daily habit.
When that new behavior is paired with our ongoing cultural fascination with global flavors, diet
and health, we see greater demand for menus with fresh, healthy and sustainable options.
These changes in food culture occur at the same time that operators face new challenges and
unprecedented risks as food and beverage supply chains become more brittle due to
numerous environmental, social and economic influences, increasing the volatility of food
prices and challenging traditional business and supply models.
Today’s diners prefer meals that are healthier and better for the environment, with more plants
and whole grains and less added sugar, salt, solid fats and refined grains. Their preferences
match current scientific findings and are reflected in the newly released recommendations of
the Dietary Guidelines for Americans Advisory Committee.
A large share also want to eat smaller portions or smaller amounts of meat at their meals,
offering an opportunity for restaurants and foodservice companies to also better manage food
costs; many are also willing to pay a little more for such a meal, further enhancing business
benefits.
Today’s diners also are looking to restaurant and food service operators to provide these
choices. And it is most important to those who dine out more often and to Millennials, who are
becoming a more significant share of the dining public.
But most diners do not use the term “sustainable” to describe food choices that are just that:
better for public health and the health of the planet. When restaurants and food service
companies use the term sustainability to refer to efforts to make their kitchen and dining
operations more energy efficient or to reduce water use or waste, neither the term nor their
efforts are particularly meaningful.
Table of Contents
1. Executive Summary
2. Methodology
3. Dining Preferences and Motivations
4. Sustainability
Familiarity and Purchase Intent
The Idea and Practice in Food Service
The Sustainable-Receptive Diner
5. Food Service Channels
Diners’ Perceptions
Channel Profiles
6. Recommendations
Contact: Blaine Becker by email at: [email protected] or by phone: 425.452.0818, ext. 124
