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Changing 'wanting' into 'buying': why the tide is about to turn

By Katya Baxter, Nutritionist, MenuMax.com

We say we want to eat healthy…but do we always follow through?  Research has shown this is not always the case.

But even though it is proving to be a lot more difficult for consumers to do what they say, I would argue that it is only a matter of time until we see a major shift in consumer buying behavior toward actually making better choices.

After all, the choices we make are shaped by the choices we have.  And our array of choices is growing by the minute.

According to the 2011 Unilever World Menu Report, the majority of consumers around the world agree it is no longer difficult to find healthy products in the market.  What is commonly missing, though, is complete transparency.

For an operator, transparency means making elements such as ingredients, their sources and nutritional information available to the customer. After all, transparency builds trust.  And earning the customer’s trust is always important, but it is especially critical in this lagging economy.

So the more choices consumers have and the more transparent these choices are, the more we can expect to see consumer behavior naturally shifting toward not only ‘wanting’ healthier food, but actually ‘buying’ it.

If you have been thinking about creating a better and more transparent menu, this is the perfect opportunity. The time is right, the tools are available, and your customers are waiting.

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