As Healthy Options Return, Don’t Forget Craveability

In fact, 67% of consumers say having healthy options available is a driver for choosing where to dine (up from 66% in Q3 2019).* Taste comes first, however, so whether or not an item can be considered healthy, it must be craveworthy. Few consumers are willing to sacrifice great taste to get health benefits.  

Consumers are expected to shift away from immunity claims popular during the pandemic to attributes that promote quality and give consumers “permission” to indulge. This includes clean-label terms such as “real,” “fresh” and “natural.” Consumers believe these terms enhance the health of an item without detracting from flavour. It also includes ingredients that can enhance flavour as well as mood such as turmeric or cinnamon.

Providing the ability to customize should also be considered part of the strategy for offering healthy options. Customization increases the perceived value of a product in the minds of consumers and gives them the option to create a combination of healthy ingredients they know they will enjoy (such as a bowl entree).  Customization can also come in the form of offering healthy swaps, such as replacing a traditional fried chicken sandwich patty with a plant-based selection. Additionally, smoothies remain popular, especially among younger consumers, as they are perceived as portable nutrition that still allow for the sweet flavours they enjoy.