1. food and drink
2. healthy eating

World Menu Report
Global Research
Findings 2012
Seductive
Nutrition
World Menu Report
Seductive Nutrition
Foreword by Chef Robin Ho, Executive Chef,
The Marmalade Group, Singapore
The food service industry needs to face up to its responsibilities in
tackling the global obesity epidemic. With one billion overweight
adults and a staggering 300 million cases of obesity worldwide, this
figure will rise to 1.5 billion by 2015 unless all parties, including the
food service industry, take action now.
The World Menu Report: ‘Seductive
Nutrition’ shows us that people really want
to be given the option of eating slightly
healthier food when they are dining out,
but without having to compromise on taste
or the feeling that it is a treat – and why
should they? As a chef, when a person
chooses to eat and spend their money
in my restaurant, I want to give them an
experience which is totally difference to
what they have at home. I also want to
make sure that the food I’m providing
meets the needs of my guests, whatever
they may be, because they are the lifeblood
of my business.
In Asia home cooked food tends to be more
nutritious than dining out - it usually has
less salt, MSG and oil. So, as eating out is
generally done for a celebration, the ‘need’
to eat healthily is usually overcome by how
much people decide to treat themselves. The
knock on effect is that the healthy option
often doesn’t make it to the table, as guests
don’t want to sacrifice their favourite dish
for a ‘low-fat’ or ‘reduced-salt’ alternative.
We now know from this research that we
can work towards beating this obesity
World Menu Report Global Research Findings 2012
epidemic by answering people’s wish to eat
out more healthily, while still feeling that
they are having a treat. In some ways chefs
have already been doing this with different
cooking techniques, like pressure cooking,
instead of frying and marinating with herbs
and spices instead of using lots of salt. But
there are other things that we can do. First,
we can make our top selling dishes slightly
healthier e.g. by using less fat, more fresh
ingredients and giving smaller portions.
Then we can improve the descriptions of
these dishes on our menus so they sound
more appealing to our guests and inspire
them to make that dish their choice.
These simple changes are what make up
‘Seductive Nutrition’.
By redesigning recipes and menus with
‘Seductive Nutrition’, restaurateurs will not
only keep guests satisfied and coming back
for more, but they will also provide part of
a solution to a growing global issue. It’s not
a big ask – it’s about making small changes
to make a big difference. We know as chefs
and operators that we have the power to
improve the health of our guests so now it’s
time to act on this knowledge and lead the
way to beating the obesity crisis.
Executive
Summary
International
comparisons
The first World Menu Report, launched
in January 2011, focused on transparency
around food when eating out-of-home.
It revealed that consumers globally were
calling for the provision of more information
about their food when dining out.
World Menu Report: ‘Seductive Nutrition’ revisits the
important topics of health and nutrition, this time looking at
what chefs and operators can do to meet the needs of guests
who want to make healthier meal choices and become part of
the solution to the bigger issue of tackling obesity.
Respondents globally have made it clear that they wish to eat
more healthily when dining out. Two-thirds (66%) of people
said that they will seek the healthier option on a menu, even
if they don’t end up choosing it. Next to this, 71% of guests
agreed that when eating out they prefer to treat themselves.
This highlights the struggle between intention and choice –
essentially, what people want to eat more often than not wins
over what they think they should eat.
1
Globally, two-thirds (66%) of people frequently look for the healthy option on a
menu when dining out. The healthiness of a dish appears to be most important to
diners in Indonesia and China, while Russian respondents seem less concerned.
“If my diners are looking for healthy food, I want to give it to them, but I also
want them to be satisfied with filling, tasty dishes. Chefs can still cook their
guests’ favourite dishes, such as roast pork, and make them healthier. By
using a leaner cut of meat and aromatic spices to flavour instead of lots of
salt, the dish is just as tasty and satisfying, sounds delicious and is just a
little bit healthier”
Chef Robin Ho, Executive Chef, The Marmalade Group
It is clear from these figures that whilst people have good
intentions around eating more healthily out-of-home, this
does not always translate into action.
Further findings from the World Menu Report suggest a lack of
consumer knowledge, a “Nutritional Knowledge Gap” around
some recommended nutritional allowances – at least threequarters of respondents from each of the 10 countries were
unable to name the recommended daily allowance of fat.
This shows us how even though some people are aware of
their daily nutritional intake in terms of fat, salt and sugar,
ultimately, the healthier meal option on a menu is not always
clear to them.
From the report insights, we can assert that this issue is
exacerbated by the fact that healthier options are frequently
perceived as less appealing for three key reasons: 45% say
they think the healthy dishes are smaller in size, well over
half (57%) believe them to be more expensive and 43%
perceive them as less tasty. This last point is where making
the food sound as delicious as it tastes comes into play –
healthier options must be provided but without appearing to
be a poor second to the more indulgent alternative.
Despite this clear call for healthier choices, consumers are
not demanding an overhaul of menus. A large proportion
(65%) of those questioned said that they would like a ‘slightly’
healthier dish when eating out. Therefore, instead of having
to introduce new, ‘healthy’ creations to their menus, operators
should focus instead on making small changes to their topselling dishes to make them healthier.
Overall, the report illustrates the need for food providers
to make small changes to their menus to ensure guest
satisfaction and, through this, drive more business. And, by
positioning these dishes appealingly – ‘Seductive Nutrition’
– they can do so without their guests feeling that they are
compromising on taste, value for money or fulfilment.
World Menu Report Global Research Findings 2012
When eating out,
how often do you
deliberately look for
the healthy option?
United Kingdom
Germany
Very often
Quite often
16
36
15
Poland
Russia
USA
Figure 1: With the exception of
Russia, at least 50%
of respondents in all
countries look for the
healthy option on the
menu very or quite often.
Turkey
Indonesia
China
Not at all often
32
39
18
13
21
5
32
41
31
14
42
34
34
22
35
32
25
14
39
35
26
11
38
27
17
16
35
31
Brazil
South Africa
Not very often
8
30
46
49
% of respondents
5
19
1
19
1
3
Two-thirds (66%) of respondents worldwide indicated that they would prefer to have just
‘slightly’ healthier options when eating out. This is reflected by the 60% of people who said
that rather than swapping their favourite dish for the healthy alternative they often would
like to make small changes to their meal to make it healthier.
“For chefs and operators, it is imperative that we respond to the needs and desires of our
consumers – they are the lifeblood of our business. We know that consumers globally are
looking to eat more healthily without giving up their favourite meals and the foodservice
industry must respond accordingly. To answer this, chefs and operators can make small
changes to their recipes to improve the nutritional value of the dish and still keep real ‘eye
appeal’ for consumers.”
Nicki Crayfourd, Global Director of Health, Safety and Environment, Compass Group PLC
Please indicate how much
you agree or disagree with
the following: “I would prefer
to have slightly healthier food
options when eating out.”
Agree strongly
United Kingdom
2
Germany
However, while seeking the healthier option, almost
three-quarters of people (72%) say that they prefer to treat
themselves when eating out-of-home.
Agree slightly
Disagree slightly
34
14
23
USA
22
11
30
29
Russia
41
Turkey
29
Indonesia
29
China
7
26
7
21
41
6
21
21
3
5
4
12
38
36
5
8
37
31
3
9
25
34
6
20
38
29
7
11
37
South Africa
Disagree strongly
30
39
Brazil
Chef Steve Jilleba, Corporate Executive Chef, Unilever Food Solutions
Neither agree nor disagree
17
Poland
“When people eat out, they are generally looking for a meal and
a dining experience which they can’t get at home. Ensuring
our guests have a positive experience when they eat out, is at the core
of a chef’s role, but we also need to ensure that we are delivering on our
guest’s needs and desires. If this means offering dishes which are better
for you on menus, then we need to make sure that these dishes still feel
like a delicious treat for people.”
Figure 3a
Over half of respondents in all
markets would prefer to have
slightly healthier options when
eating out.
7
22
8
45
3
17
2
% of respondents
Please indicate how much
you agree or disagree with
the following with regards to
choosing healthy food while
eating out: “When eating out,
I prefer to treat myself.”
Agree strongly
Agree slightly
United Kingdom
Figure 2
The majority of respondents
prefer to treat themselves when
eating out.
Neither agree nor disagree
34
Germany
41
38
USA
31
39
19
25
South Africa
22
21
Germany
6
9
6
24
52
12
6
8
16
15
38
12
Russia
22
2
USA
21
17
2
Turkey
14
35
18
33
16
40
27
36
36
27
21
Indonesia
23
China
24
12
32
30
South Africa
Not at all often
33
34
Brazil
4
Not vey often
35
3
7
12
Quite often
Poland
2
Figure 3b
Respondents are happy to
substitute a part of a dish for
something more healthy, with at
least half claiming to request a
substitute very or quite often.
Very often
2
9
16
28
35
6
21
29
% of respondents
World Menu Report Global Research Findings 2012
United Kingdom
22
35
48
24
21
18
27
42
Turkey
21
45
32
China
Disagree strongly
46
Russia
Indonesia
Disagree slightly
42
29
Poland
Brazil
When eating out, how
often do you substitute
a part of a dish for
something more healthy?
37
43
12
23
10
27
9
29
38
7
33
49
% of respondents
5
25
2
4
A clear barrier to choosing healthier dishes when eating out is the lack of knowledge around
RDAs (Recommended Daily Allowance). Globally, a very high proportion of respondents were
unable to identify the recommended daily calorie intake for men and women according to
nutritional guidelines. At least 75% in all markets did not know what the recommended daily
intake of fat was. The “Nutritional Knowledge Gap” was widest in South Africa.
“Eating a little bit healthier every time we dine out could have a significant long-term
impact on people’s overall health. Reducing as little as 25-50 calories from a dish can
prevent long term weight gain in a large proportion of people. For example if you take a
popular UK dish, like fish and chips, and you decrease the portion size from 150g chips
(460 kcal) to 125g (385 kcal) and add 75g of peas, you would still save 25kcal and also gain
the nutritional benefits of fresh vegetables.”
Ria van der Maas, Global Nutritionist, Unilever Food Solutions
Figure 4
Knowledge levels vary
considerably across markets
with 55% of German respondents
getting within 25% of the correct
figure of 2000 calories compared
to just 18% in South Africa.
30
UK
GERMANY
POLAND
RUSSIA
USA
BRAZIL
SOUTH AFRICA
% of respondents
20
TURKEY
INDONESIA
CHINA
10
0
0g
<1g
1-5g
6-10g
11-15g
16-20g
21-30g
31-40g
41-50g
51-60g
Grams of fat
World Menu Report Global Research Findings 2012
61-70g
71-80g
81-90g 91-100g 101-150g 151-200g >200g
5
Other barriers to healthy eating centre around consumer perceptions. Worldwide,
57% of respondents believe that the healthier option tends to be more expensive,
while 45% say that healthy food isn’t filling. Over four in 10 (43%) of those questioned
agreed that the healthier option usually sounds less appetising.
“In recent years, especially in the developed world, people have
increasingly looked for dishes which are better for them in restaurants
and eateries. Chefs and operators have certainly responded to this ask,
by including these options on their menus. But to encourage people
to try these dishes, we also have to design our menus so that they sound
really delicious and seem like attractive options for diners to choose.
Chef Steve Jilleba, Corporate Executive Chef, Unilever Food Solutions
“To encourage consumers to opt for more healthy food choices out of their homes, we need
to address any negative preconceptions they might have against the current healthy choices
on menus. We must demonstrate that healthy options don’t have to be more expensive, less
tasty or less filling. It is time to rise to the challenge and provide innovative and nutritious
food choices that taste good and make people feel good.”
Please indicate how much
you agree or disagree with
the following with regards to
choosing healthy food while
eating out: “Often the healthy
option is not very tasty.”
Nicki Crayfourd, Global Director of Health, Safety and Environment, Compass Group PLC
Please indicate how much
you agree or disagree with
the following with regards to
choosing healthy food while
eating out: “Healthy options
tend to be more expensive.”
Agree strongly
Figure 5a
The majority of respondents feel
that healthier options tend to be
more expensive.
Agree slightly
United Kingdom
Neither agree nor disagree
15
Germany
31
14
40
17
21
Brazil
22
Indonesia
22
China
22
17
5
Germany
26
7
22
38
USA
12
6
Brazil
36
7
11
21
44
20
South Africa
9
15
7
12
2
% of respondents
Please indicate how much
you agree or disagree with
the following with regards to
choosing healthy food while
eating out: “The healthy
option is not very filling.”
Agree strongly
United Kingdom
Germany
Poland
Brazil
21
10
14
Turkey
12
35
13
20
24
35
31
20
22
23
29
31
6
11
24
% of respondents
World Menu Report Global Research Findings 2012
7
14
27
12
China
27
16
31
25
8
14
14
47
South Africa
14
17
28
39
17
Disagree strongly
26
30
13
Indonesia
Disagree slightly
35
7
Russia
USA
Neither agree nor disagree
14
Neither agree nor disagree
13
7
33
11
30
14
9
34
13
22
11
15
16
21
11
25
2
12
20
Indonesia
12
35
12
24
20
21
30
11
13
23
18
35
28
19
26
11
10
14
27
25
13
28
43
29
10
25
17
15
Disagree strongly
22
30
Turkey
China
21
25
11
Disagree slightly
% of respondents
Figure 5b
In all markets, with the
exception of Germany and Brazil,
over four in 10 respondents
agree that the healthy option
often isn’t filling.
Agree slightly
Agree slightly
Russia
5
14
20
Poland
13
22
32
3
15
36
25
Turkey
United Kingdom
15
26
35
24
South Africa
5
13
35
Agree strongly
17
30
29
USA
Disagree strongly
33
35
Poland
Russia
Disagree slightly
Figure 5c
At least a third of respondents
in all markets think that the
healthy option doesn’t normally
sound very tasty - with this
feeling most prominent in
Russia.
14
18
16
19
12
26
6
7
Figure 6
In nine out of 10 countries
the seductive menu made
respondents think the
fish dish was more tasty.
This is strongest in South
Africa, UK and Germany
a
Ch
41
40
44
38
34
32
42
16
30
23
-79
75
Low in fat
32
21
37
37
39
19
23
24
36
54
34
Russia
-72
74
USA
-46
50
Right sized portions
26
37
28
17
18
27
35
30
20
27
25
Brazil
-56
58
Grilled
22
9
24
7
31
11
10
11
42
36
39
South Africa
-48
61
Turkey
-64
69
Fresh
ingredients used
20
17
12
32
40
13
13
19
24
11
21
Indonesia
-70
75
Lower in calories
19
17
21
16
9
15
11
13
26
16
41
China
-77
78
Germany
-62
Poland
in
In
ne
Tu
r
34
57
do
So
ke
y
si
a
ic
A
fr
Br
az
il
Plenty of vegetables
(raw and cooked)
-49
% of respondents
World Menu Report Global Research Findings 2012
ut
h
U
70
United Kingdom
SA
%
Ru
ss
Seductive
Very / quite tasty
G
Neutral
Very / quite tasty
a
Figure 7
Plenty of vegetables
and menus low in fat
were selected as the top
options that restaurants
should adopt to provide
healthier menus
ia
Chef Robin Ho, Executive Chef, The
Marmalade Group
Ria van der Maas, Global Nutritionist,
Unilever Food Solutions
al
av
er
ag
U
e
ni
te
d
Ki
ng
do
G
er
m
m
an
y
Po
la
nd
“A well-written seductive
menu can have extra appeal
for guests, as they allow
consumers to understand the
origin of the ingredients and
also the cooking process - how
they have been treated and
prepared in the kitchen.”
“Dining out should always be
a treat, but particularly when
eating out more frequently the
meal composition is becoming
increasingly important. As today’s
diners are health and weight
conscious, the challenge is to offer
attractive and filling menu items
with less calories and fat and more
vegetables. As part of ‘Seductive
Nutrition’ a meaningful 25-50 kcal
reduction of a meal can be achieved
for example by replacing fruit in
syrup with fresh fruit.”
lo
b
6
When shown a healthy fish dish described on a ‘neutral’ menu (i.e. steamed trout,
whole grain rice, tomato sauce, grilled root vegetables with a garlic and olive oil
dressing) and a ‘seductive’ menu (i.e. Line caught steamed trout, whole grain rice,
tasty tomato sauce, spicy grilled root vegetables with an authentic Italian garlic and
olive oil dressing) respondents in nine out of 10 countries thought it sounded more
appealing on the latter. This shows that one of the main barriers to diners choosing a
healthy option on a menu is the unappealing way it is described.
Whilst ensuring tastiness, value
for money and creating a filling
dish chefs should adapt their
dishes to include the changes
that consumers in their country
say would make a meal ‘slightly’
healthier. This includes offering
plenty of vegetables, lowering
the fat content, reducing portion
size, grilling not frying, using
fresh ingredients and lowering
calorie levels.
About the survey
Conclusion
This third World Menu Report by Unilever Food Solutions identifies a key consumer insight
which is within the power of the food service industry to act on. Diners globally are making
it clear that they want to eat more healthily – but the cost, taste and satisfaction barriers
appear to be stopping them. Add to this the ‘Nutritional Knowledge Gap’ and it’s even
harder for people to make informed choices around eating healthily when out-of-home.
This in turn becomes a crucial issue for
chefs and operators. Within the continuing
tough business climate, keeping diners
happy is more important than ever in order
to maintain a successful business.
Unilever Food Solutions realises that as
a leading food service provider, it has
both the responsibility and ability to
help promote healthy eating in a way
that delivers great taste and appeal by
understanding what makes diners choose
something a little bit healthier sometimes.
The answer, we believe, lies in ‘Seductive
Nutrition’ - the creation and positioning of
healthier dishes as equal in taste, value for
money and overall satisfaction to their less
healthy counterparts.
It’s also about identifying ways to “nudge”
people towards a healthier option. It is
evident from the findings of the report that
diners do not want nor do they expect a
complete menu overhaul. Alternatively,
they are asking for ‘slightly’ healthier
options to choose from.
Instead of having to introduce new dishes
to their menus, operators should focus on
making small changes to their top-selling
dishes. This means that guests get the
best of both worlds – their favourite food,
but made healthier. By ensuring these
dishes are designed to sound as tasty and
attractive as possible to diners, chefs and
operators will be offering healthier food
World Menu Report Global Research Findings 2012
without compromising on its appeal. Diners
want inspiration, not just information.
This is simple for chefs and operators to
execute, and will ensure that their guests
are happy with their choices. Making these
small yet significant changes will lead to
increased guest satisfaction and positive
word-of-mouth – and ultimately help make
a big difference to the health of their guests
and their bottom line.
Unilever Food Solutions is on hand to help
chefs and operators make these changes
easily and efficiently. It is introducing a
‘Seductive Nutrition’ Service to help its
customers adapt their menus with ‘slightly
healthier’ versions of their favourite dishes.
By ensuring these versions are designed to
sound and taste as delicious as possible to
diners, chefs will be offering healthier food
with greater appeal. ‘Seductive Nutrition’
is part of the contribution towards tackling
the global obesity crisis and the Unilever
Sustainable Living Plan goal of helping
more than one billion people improve their
health and well-being by 2020.
Consumers agree that when it comes to
a healthy menu, it is fresh vegetables
and low fat items which are their desired
choices, highlighting to chefs and
operators the small change they can adopt
in their menus. One small step for us is a
big step towards a healthier guest – and a
healthier business.
World Menu Report: ‘Seductive Nutrition’
is the third instalment of a bi-annual
global report of eating-out-of-home trends
by Unilever Food Solutions. The first and
second reports, ‘What’s in Your Food’ and
‘Sustainable Kitchens – Reducing Food Waste’,
were released in 2011 and are a definitive
snapshot of consumer dining habits. World
Menu Report research is conducted by
BrainJuicer® in partnership with salt PR.
The research was conducted by interviewing
a representative sample of people from 10
countries representing both the developed and
developing world: USA, UK, China, Germany,
Russia, Brazil, Turkey, Poland, South Africa and
Indonesia. 5000 people (500 from each of the 10
countries) who eat out at least once a week were
questioned.
Methodology
The World Menu Report research was
conducted using BrainJuicer®’s signature
quali-quant tools like MindReader®,
a patented approach for asking openended questions to deliver richer, deeper
diagnostics in quantitative research and
FaceTrace®, a unique and award-winning
approach to measuring emotions.
Unilever
Food
Solutions
Who
We Are
At Unilever Food Solutions, we
help chefs all over the world
serve tasty, wholesome meals
that keep guests coming back
for more.
We create ingredients that
save precious prep time
in the kitchen, without
compromising on flavour or
flair and constantly provide
ideas and inspiration that
keep your menu fresh and
exciting. Our ingredients
are some of the staples of
professional kitchens in 74
countries around the world:
Knorr, Hellmann’s, Lipton
and more.
We’ve been in food since the
1880s. We’re chefs ourselves.
So we understand that
critical balance between
impressing your guests and
making a profit. And how to
keep your menus and recipes
fresh and exciting, as times
and tastes change.
For more information contact the
Unilever Food Solutions global press office:
[email protected]
+44 208 870 6777
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