Today's healthy food tells a story, and consumers want to hear it. Recent research by Technomic shows that most consumers want restaurants and rood shops to be more transparent about menu-item ingredients. Further, two in five consumers cite a rising concern over food additives.
Because of this growing concern, health claims that convey wholesome, pure ingredients resonate strongly. For example, consumers say fresh, natural or unprocessed attributes help improve perceived taste and health. Similarly, ingredients that naturally boost the nutrition content of an item, such as fruits and vegetables, also enhance taste and health perceptions.
"Menu transparency is imperative and can help drive sales of healthy options," said Sara Monnette, Sr. Director, Consumer Insights & Innovation at Technomic Inc. "Telling an ingredient's story – whether it's farm-raised, local or GMO-free for instance, can directly impact consumer decisions about what to order and where to dine."