Understanding
the Shifting Food
Culture
Diners Favor “Fresh” but Uncertain
About “Sustainability”
A
report by The Hartman Group, entitled Diners’
Changing Behaviors: Sustainability, Wellness &
Where to Eat, indicates a shift in food culture and
eating norms. The report states that today’s diners favor
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.
To gather key data points, The Hartman Group conducted
a quantitative online survey among 1,554 adults (ages 18 to
69) with sole or shared decision-making capacity of the
dining process. Some of the major findings from the report
include:
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Diners are looking for more options and transparency from
food companies and restaurant operators in order to help
them better manage their diet.
Many of the respondents state that they are willing to eat
smaller portions and less meat.
“Fresh” remains the most valued quality distinction-marker.
The terms “locally grown” and “seasonal” are fast-becoming as important as “calorie and fat information.”
Given the uncertainty of their meanings, terms like “sustainable” or “ethically sourced” and “green certification” are
less meaningful to consumers.
When designing your spa menu, are you looking into the
shifting eating habits of your guests? Are you including terms
that they truly understand and value, such as “fresh” and
“locally grown”? How are you teaching your guests proper
nutrition and ways to eat mindfully?
June 2015
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PULSE 13