Consumers Seek Out Antibiotic-Free, Hormone-Free Products
When it comes to the foods that consumers
consider to be healthy, we’ve moved way past just fat and calories. Modern
consumers associate health with items that they feel good about consuming. They
look for foods that are functional and “clean,” all found under a larger health
halo. Accordingly, their awareness of associated health terms has been growing
in recent years. While Millennials and Generation X are slightly more aware of
terms like “hormone-free” and “free-range,” general awareness of these terms
reaches across generations. Nearly 60% of consumers say they are extremely or
very concerned about hormones in animals and 55% say the same thing about
animal mistreatment according to the market research company, Datassential.
This is good news for operators, who can
consider a range of health-driven factors when creating a menu. Consumers
indicate that healthy options are not always the most appealing; 88% say they
would order more healthy choices at restaurants if they tasted better. Customer
favorites, like antibiotic-free chicken and turkey, can be leveraged in
on-trend, flavorful dishes while still meeting customer demand for healthy,
clean ingredients. In fact, over three-quarters of consumers perceive poultry
to be healthy, which falls into Datassential’s
range of perceived “ultra healthy” foods. When asked which healthy menu
initiatives they wanted to see at restaurants, consumers said meats raised
without growth hormones and antibiotics were their top two choices. More
consumers wanted restaurants to offer these items than products without
artificial ingredients or coloring, scratch-made dishes, seasonal ingredients,
or local ingredients.
Yet there can be a gap between consumer
awareness of terms like humanely-raised and consumer understanding of what
those terms mean. Over 90% of consumers are aware of the terms hormone- and
antibiotic-free, but only half say they understand what those terms mean.
Operators can help fill in that knowledge gap by defining these terms on menus
with help from manufacturers. Perdue’s NO ANTIBIOTICS EVER chicken, for
instance, means just that – the animals are never treated with any type of
antibiotic at any time.
Defining these terms can be a real
opportunity for foodservice operators. Terms like “hormone-free,”
“antibiotic-free,” and “humanely-raised” fall into a menu sweet spot –
consumers are not only strongly interested in these foods, but they are
particularly willing to pay a premium for them.
These terms are quickly becoming the
industry norm. One-third of operators say they actively seek out hormone- or
antibiotic-free ingredients and an additional 30% say they plan to add them to
the menu in the future. As more operators from across every foodservice segment
add these ingredients to menus, the pressure will only increase for all
operators to offer consumers options that make them feel good about what they
Put This Trend into Action
The demand for hormone and antibiotic
free protein continues to grow among consumers. Answer the call for this
clean-eating demand by serving Perdue NO ANTIBIOTICS EVER chicken and turkey.
Raised cage free and fed a 100% vegetarian diet, Perdue’s NO ANTIBIOTICS EVER
proteins give your consumers the great-tasting flavor and important health
benefits that they seek. Perdue is the #1 advantage-claim protein provider
today, allowing you to create trust with your patrons through menuing
transparent claims such as “cage-free” and NO ANTIBIOTICS EVER.