Organic food and beverage options are important to U.S. consumers.
Having organic food and beverage options when dining out is becoming more important to consumers, according to the Hartman Group 2014 Organic & Natural Report:
Importance of availability of organic foods and beverages
Organic & Natural 2014 - The Hartman Group
This trend is particularly noteworthy among millennial consumers, who dine out more than any other generation. According to a study by Barkley, American Millennials: Deciphering the Enigma Generation, millennials eat in restaurants far more often than non-millennials (3.4 times per week versus 2.8 times per week). And 30 percent of millennials "eat foods that are certified organic,” says Restaurant Marketing Labs.
U.S. operators are responding, adding more ‘natural’ and ‘organic’ options to menus
According to a recent Multi-Client Study by Technomic Inc., “natural and organic labels, which have long been present on food and beverages in the grocery channel, are increasingly popping up on
away-from-home menus. More than 1 in 5 Top 500 Restaurant Chain Menus offer items described as ‘natural’ or ‘organic,’ and 4 in 5 operators
that offer natural and organic menu items say these options have driven sales and traffic.”
“Natural and organic foods provide an opportunity because the terms have come to signal health without detracting from taste and satisfaction with the food”, says Kathryn Fenner, of Technomic Inc.