Although many Americans are trying to eat more healthfully, cost can be a deterrent, according to The NPD Group. The majority of adults (70%) expect prices for healthier restaurant dishes to be the same as for less-healthy items, but 41% of those ages 18-24 expect to pay somewhat more and 15% expect to pay a lot more, while 44% expect prices to be comparable.
Adults age 50 and older are more likely than their younger counterparts to be interested in eating healthful foods, but they’re less willing to pay extra for them. Seven in 10 adults age 50 and older (70%) say they’re not willing to pay more for healthier menu choices, while 25% say they’d pay somewhat more. Only 5% say they’d pay a lot more.
Diners visiting full-service restaurants are more likely than those at quick-service restaurants to expect the prices for healthful and less healthful choices to be the same.
Consumers of all ages say they’d feel more satisfied with their restaurant experiences if there were more healthful options offered at the same prices as other items, including on value menus. [Food/Beverages, Opinion]
Source: “Consumers Define Healthy Eating When They Go Out to Eat,” The NPD Group, Bonnie Riggs, Restaurant Industry Analyst, 900 West Shore Rd., Port Washington, NY 11050; contactnpd@npd.com; www.npd.com. Price: Contact for information.
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