The Port Washington, N.Y.-based marketing research firm found that about 70 percent of consumers — most notably those over 50 who tend to show more interest in healthful foods than younger Americans — said they don’t expect to pay a premium for healthier items when they dine out.
The study, titled “Consumers Define Healthy Eating When they Go Out to Eat,” also said for the year ended in February, 9 percent of all restaurant visits were made based on customers’ craving for healthful or light fare. That marks a decline from 10 percent in 2007.
“One of the key takeaways is that pricing of the healthy options needs to be consistent with pricing of other choices on the menu,” said Bonnie Riggs, NPD restaurant industry analyst and author of the report. “The market for health today is growing and there is a good opportunity for operators who find a way to offer healthier options at lower price points.”
According to NPD, 70 percent of consumers over 50 years old said no when asked if they would be willing to pay more for healthier items at restaurants, while 25 percent said they would be willing to pay somewhat more. Only 5 percent of respondents in that age group were willing to pay a lot more.