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Americans Eating Healthier at Restaurants Reports NPD

Chicago, November 30, 2010 ─ As law makers move in various ways to legislate healthier eating in the U.S., it appears that Americans are beating them to the punch. According to foodservice market research by The NPD Group, a leading market research company, foods high in sugar content or fat have been ordered less frequently at restaurants over the past ten years.
NPD’s CREST® service, which continually tracks consumer usage of commercial and non-commercial foodservice, finds a decrease in consumption of regular carbonated soft drinks, hot dogs, fried chicken, and French fries. Simultaneously, some foods that could be considered healthier (lower in sugar and fat) have been ordered more than in the past. According to CREST, these foods include milk, grilled chicken and grilled chicken sandwiches, non-fried fish, breakfast cereals, fruit, and yogurt.  
“This shift in consumers choosing healthier foods at restaurants is partially due to the increasing availability of healthier foods on restaurant menus,” says Bonnie Riggs, restaurant industry analyst at The NPD Group. “Restaurant operators are responding to their customers’ needs for healthier or lighter foods.”
According to NPD’s A Look into the Future of Foodservice report, which provides forecasts over the next decade of restaurant segments, categories, visit situations, and specific beverage and food products, finds that consumer demand for healthy/light foods at restaurants will continue to grow over the next decade.  For example, servings of healthy/light sandwiches, one of the food groups under the healthy/light category studied for the report, are projected to grow by 13% over the next ten years. Included in the healthy/light sandwich group were grilled chicken and fish, turkey, cold cut combos, tuna and chicken salad, and veggie sandwiches.
                                                Projected Trend in Customer Traffic
                                                            2009 to 2019
                                     Commercial restaurant traffic                     +8%                           
                                     Healthy/light sandwich servings                +13%
Source: The NPD Group/A Look into the Future of Foodservice Report
“Today the heaviest buyers of healthy/light sandwiches are consumers ages 18 to 34,” says Riggs. “However, it is consumers 50 and older, who are the most health-conscious consumer segment, who will contribute the most incremental servings in the years ahead.”
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us, visit, or follow us on Twitter at