Fairway research identities healthier consumer choices

Market research commissioned by Fairway Foodservice has identified that healthy choices on menus have become a more important factor for consumers when choosing where to eat out.

The buying group’s finding also show that vegan and vegetarian options are on the rise, whilst online channels have become a decision-making aid for consumers in choosing where to eat out, despite quality of food and customer service still remaining key factors.

Read more: Six things we learned at Fairway Foodservice’s Meet the Member event

Toby Jordan, marketing strategist at Fairway, said: “The research is valuable insight into consumer behaviour and will help operators pull together business and marketing plans to support their growth aspirations.

“For example, 50 per cent of the 35-44 age group said they are actively trying to increase the number of healthy options they choose. With this in mind, caterers should ensure such meals are clearly visible on menus, as well as prominent in their marketing campaigns.

“In addition, British cuisines remain the most popular with consumers while budget eateries and fast food continue to reign supreme. Vegan and vegetarian-friendly fast food options are now enticing meat eaters, with their appetite for meatless burgers helping drive sales.

Read more: Fairway Foodservice unveils digital transformation

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Paul Hill
Paul Hill is the Editor of Better Wholesaling. Paul can be found on Twitter on @BW_PaulHill, or can be contacted via paul.hill@newtrade.co.uk and 020 7689 3376.

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