NRA study: consumers leaning toward healthier eating when dining out

Nation's Restaurant News, March 5, 1990 by Paul Frumkin

NRA study: Consumers leaning toward healthier eating when dining out

WASHINGTON - The percentage of customers opting for nutritious items at restaurants gained four percentage points, to 39 percent, from 1986 to 1989, according to a new study by the National Restaurant Association.

At the same time the study revealed that the percentage of those who say they are unconcerned about eating healthful foods when dining out declined to 32 percent from 38 percent.

Such items as fresh fruit, chicken, lean meats and broiled and baked seafood ranked among the most frequently ordered restaurant dishes, the study found.

In presenting the findings to a gathering of food editors at the International Food Media '90 Conference here, NRA president Harris H. "Bud" Rusitzky declared, "This study suggests that restaurants should continue to add to the existing menu alternatives that conform with the dietary guidelines for good health.

"Clearly, consumers want to control their own diets according to their beliefs when eating out."

On the other hand, the NRA study also demonstrated that a strong minority - those people not particularly concerned with nutritional alternatives - still expect to find steak, regular soft drinks and rich desserts listed on the menus of their favorite restaurants.

Moreover, that group represents the largest share of the dining-out population, logging 39 percent of the total eating occasions.

"Their wants and needs will continue to be reflected in menu offerings," Rusitzky observed.

The NRA surveyed 799 adults around the country, asking such questions as whether they look for low-fat foods when they are eating out, whether they wish more restaurants offered dishes cooked without salt and whether they are less concerned about nutrition when they dine out on a special occasion.

According to Rusitzky, the general population, as represented by the survey, can be broken down into three groups.

"First, there are the `unconcerned,' who tend to describe themselves as `meat and potato' eaters," he said, noting that this group eats whatever it wants. The people in this group are likely to be males, 18 to 24, single, average income earners and living in the Midwest.

The survey refers to the second group as "committed" - those consumers who are concerned with their diet when they dine out. They tend to be females, 35 to 54, college graduates, high income earners and living in the Northeast or on the West Coast. This group accounts for 32 percent of total eating occasions.

The third group is the "vacillators," those people who say they are concerned with health and nutrition but "are taste and occasion driven when it comes to eating out," Rusitzky explained.

People in this group are "slightly" more likely to be female and 65 and older. They will probably be widowed, separated or divorced; live in the Southeast or Southwest; and have an income less than $30,000. Their choices tend to be unpredictable in terms of nutrition; they will order across the board rich desserts, lean meats, food cooked without salt, steak and roast beef, regular soft drinks, and caffeine-free coffee. They account for the remaining 29 percent of total eating occasions, up from 27 percent in 1986. [Tabular Data Omitted]

PHOTO : Psychographic changes (1986-1989) More consumers fall into the "committed" category when it comes to nutrition than any other category. In addition, the number of people classified as "unconcerned" about nutrition is shrinking.