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WORLD

REPORT
Global Research Findings 2011

MENU

Whats in your Food?

WMR Global Research Findings 2011

World Menu Report: Whats in your food?


Foreword by Mary Donkersloot RD, Nutritionist
Eating habits have changed dramatically and rapidly over the past few decades, largely as a result of more choices, larger portions and increased access to fast foods. With these widespread changes has come significant concern worldwide regarding the nutritional impact of current eating habits and fears over the long-term sustainability of the modern food industry.
So what do consumers really want when they eat out? People are demanding the right to enjoy food that is healthy but still delicious, resulting in the emergence of more nutrition-led meals on menus. However, when presented with these choices, consumers are often left confused. Times are changing; consumers do want to know what is in their food. They need to be told in a clear, transparent way exactly what they are eating when out of home. The old attitude of dont ask dont tell is simply not good enough anymore the food industry needs to be proactive in providing this much needed information. There appears to be a world-wide movement to reset the global table and if it is accomplished, it will take a combination of stealth health (healthful changes in the kitchen) and transparency (allowing diners to take responsibility and interest in their own health and ask for more information on whats on the menu). The World Menu Report explores how much, if any, nutritional information is already on menus and to find out if consumers around the world want more. Would more information result in people making healthier meal decisions?

The World Menu Report


Cultural changes in food consumption, with people eating out more regularly and enjoying a wider range of cuisine, continue to have an impact on the world economy.
The 2011 Unilever Food Solutions World Menu Report is a definitive snapshot of out of home eating, polling consumers across the globe to compare and contrast changing tastes and market behaviours in todays food industry. The annual research was conducted by interviewing a representative sample of people - from seven countries across the globe: USA, UK, China, Germany, Russia, Brazil and Turkey.

Executive Summary
The World Menu Report highlights that there is an overwhelming need for consumers to be provided with more information about the food they are eating when out of home. Whether this is where the food was sourced, how it was prepared, its nutritional value or the safety of the food, people are demanding more transparency.
The report demonstrates that this is a requirement in all countries. 90% of people surveyed in non-Western countries and the clear majority in Western countries expressed a desire for further information to be made available when eating out in order to allow them to make individual choices about the food they are eating. A significant reason behind this desire for more information appears to lie in the apparent global aspiration to live healthier lifestyles. Offering comprehensive nutritional information in particular about the food consumed when eating out of home may help towards achieving this; however, whilst consumers agree that healthier food options are plentiful, the nutritional information available to them is not. A clear majority of respondents across surveyed Western countries and over 70% in surveyed non-Western countries claim that knowing about the nutritional content of meals would influence the choices they make when eating out, and indicate that this would encourage them to choose healthier options. Asked about nutrients and ingredients, people mostly claimed they would like to be made aware of fat, calorie content, additives and preservatives. In the Western world people would also like clearer direction on salt content, while people in China demand more information about the vitamins and protein contained in their food. Overall, the information available to people when eating out is not as comprehensive as it could be. Unilever Food Solutions aims to raise awareness within the food service industry as a whole around the part they can play in delivering a solution to this issue, i.e. ensuring transparency about whats in our food.

World Menu Report Global Research Findings 2011

International comparisons
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In all countries, there is a need for more information when eating out. However, the need is most pressing in non-Western countries. The top three things people wanted to know was the source of the food, how it was prepared and the nutritional value of the food. In China people were most concerned with the safety of the food and whether it was prepared hygienically.
I want to know the source of the ingredients; are they organically sourced and are they safe to eat?
(China)

I would like to know the quality, ingredients and calorie content of the dish if possible.
(Russia)

Would you like to know more about what is in your meal when eating out?

I want to know about the ingredients used to prepare the meals and the hygiene of the kitchen.
(Brazil)

I want to know the origin and nutritional content of the food vitamins, calories, etc.
(Germany)

% of respondents Figure 1: People globally want to know more about what is in their meal when eating out

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The key reason why nutritional information might be important is that it could help people make healthier choices. In the UK (75%), China (80%) and Brazil (63%), a clear majority of respondents mentioned health in their answers to why nutritional information would influence their choices.

More nutritional information would help me ensure that I get the balance between a treat and being healthy.
(UK)

Being healthy is the most important for me and my family. Nutritious intake is a must.
(China)

Everyone needs a little nudge to remind them to eat more healthily.


(USA)

I would eat healthier foods to balance my weight.


(Brazil)

World Menu Report Global Research Findings 2011

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The majority of respondents claimed they would make healthier decisions when choosing what to eat if they were provided with nutritional values.

Do you think that knowing about the nutritional content of meals will influence the choices you make when eating out?

Figure 2: People around the world said they would make healthier decisions when choosing what to eat if they were provided with nutritional values

% of respondents

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% respondents that agree

Around two-thirds of respondents said that food labels including low fat and calorie content would be a welcome addition to the menu when eating out.

Please tell us how much you agree or disagree with the following statement

Figure 3: Consumers globally see food labels as a welcome addition to the menu when eating out

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% of respondents

Currently, desired nutritional information seems to be lacking in all surveyed countries.

The last time you ate out did you receive any information about the nutritional value of your meal?
Figure 4: Desired nutritional information seems to be lacking in all surveyed countries across the globe

There is a clear global need for more transparency around what goes into our food.

Do you feel there should be more transparency about what is in your meal and how it was sourced and produced?

Figure 5: There is a clear global need for more transparency around whats in our food

% respondents that agree

There should be more transparency about the content of meals when eating out

There should be more transparency about the sources of food when eating out

World Menu Report Global Research Findings 2011

The results of the report demonstrate that of those who believe there should be more transparency about the content of meals when eating out, the majority agreed that restaurant and canteen operators should take responsibility for providing this information.

Who should take the lead in ensuring that there is more transparency about these areas? (% of those who would want more transparency)

Figure 6: Consumers globally feel restaurant and canteen operators should take the lead in ensuring more transparency in the content of meals when eating out

Content of meals when eating out

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Across all surveyed countries, fat, calories, preservatives and food additives top the charts for the nutrients and ingredients that people are most interested to know about when eating out. In the UK and USA, salt is also seen as an important topic for information. In China, people would like to know about the vitamins and proteins in their meals.

I would choose items with less fat, salt and additives.


(USA)

I would choose healthier foods that have various nutrients.


(China)

I would seek out lower calorie, lower fat, lower sugar and lower salt options.
(UK)

I would choose food that is lower in calories and fat.


(Germany)

World Menu Report Global Research Findings 2011

Conclusion
Unilever Food Solutions World Menu Report highlights that there is a clear global need for transparency about whats in peoples food when eating out. The broadest need for information appears to be in the non-Western world where people are demanding more transparency and information about the food they are eating. While people acknowledge that there are enough healthy options they also say that they would like a gentle nudge to help them make healthier choices when eating out. However, there appears to be no clear agreement on the way in which this information should be conveyed. Whether in the form of health logos or specific health claims, it remains a challenge for the food industry to develop an effective solution to meet consumer needs. Of those questioned, the majority of respondents believe that it is the responsibility of those in the food service industry itself to provide a solution, i.e. chefs around the world. Unilever Food Solutions believes that it is our responsibility, along with the rest of the industry, to help food providers satisfy their guests every day by providing them with what they want more information about whats in their food when eating out. Chefs have the power to change the health of our world. And restaurants, shops, canteens, schools and cafeterias along with food service providers all need to be part of the solution. The choices we make are shaped by the choices we have.

About the survey


The Unilever Food Solutions World Menu Report is released bi-annually to measure peoples attitudes and behaviours towards eating out. A definitive snapshot of global eating out of home, the survey is conducted by interviewing a representative sample of people - from seven countries across the globe: USA, UK, China, Germany, Russia, Brazil and Turkey.

Methodology
Unilever Food Solutions World Menu Report was conducted by BrainJuicer in partnership with Salt PR. 3500 people (500 from each of the seven countries) who eat out at least once a week were questioned. The report took the form of a mix of qualitative and quantitative data. The research was conducted using BrainJuicers signature quali-quant tools like MindReader, a patented approach for asking open-ended questions to deliver richer, deeper diagnostics in quantitative research and FaceTrace, a unique and awardwinning approach to measuring emotions.

Unilever Food Solutions Who We Are


At Unilever Food Solutions, we help chefs and caterers of all sizes to simplify what goes in the kitchen without compromising on flavour or flair. Our ingredients are some of the staples of professional kitchens in 74 countries around the world: Knorr, Hellmanns, Lipton and more. Weve been in food since the 1880s. Were 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 press office: ufs@saltlondon.com +44 208 870 6777

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