Australian consumers have identified provenance as the most important attribute they look for in food when dining out.
Aussie consumers conscious of food provenance when dining out
According to global information company The NPD Group, one in three Australian consumers are conscious of food and beverage product characteristics when eating out. Provenance – or products that are Australian grown and owned, prepared from local ingredients, or fair trade – was identified by 19 per cent of consumers as the most top-of-mind characteristic at foodservice occasions.
When it comes to provenance, consumers aged 50 and over have a greater preference than the general population, with 22 per cent conveying its importance. However, millennials are conscious of a much wider range of product attributes than other generations, particularly in regard to no/low added content, cruelty free and high protein.
“Transparency is not an added bonus, but has become an expectation for consumers when it comes to the ingredients they are putting into their bodies,” said Ciara Clancy, director of Australia foodservice at The NPD Group.
“Combined with the fact that they have also grown more health conscious, consumers crave more knowledge about what they are eating. Conveying honesty, wholesomeness, and simplicity in their product offerings are the pillars for operators to succeed in the foodservice industry today.”
The data revealed slight differences between foodservice channels: provenance remains the most important food and beverage characteristic at traditional QSR, whilst no added content is the most prominent at fast casual.
October 30, 2017
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