World Menu Report Sustainable Kitchens: Reducing Food Waste

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 different 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 guests’ 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 very 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 request, 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 fewer 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.

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 the 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: ufs@saltlondon.com +44 208 870 6777

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