15.4 Consumer trends

In recent years, a clearer shift has emerged among consumers toward a whole-food approach to eating, that is, foods that are minimally processed, based on natural ingredients, and that encourage the consumption of whole grains, fruits, and vegetables. Research has shown that 88.5% of consumers are willing to pay a premium of 5.6% to 91.5% more for healthier food options, for example those with a higher proportion of whole grains and fresh vegetable toppings (Alsubhi et al., 2023).

This wave of health and environmental awareness is also reflected in increased scrutiny of ingredients and production methods, as consumers demand greater transparency regarding the origin and life cycle of food products (Food Standards Australia New Zealand, 2023).

In addition to these changing preferences, dietary habits have also become more complex due to the growing prevalence of allergies and intolerances. Rennie et al. (2023) report that around 17% of consumers identify allergies or intolerances as factors influencing their daily food choices, and therefore require clear allergen labelling and specialised options to ensure guest safety (Rennie et al., 2023).

Many consumers also seek foods that meet religious requirements, such as halal for Muslims and kosher for Jewish communities.

Religious food traditions represent a broad market in which producers must ensure that ingredients and processing methods are consistent with the dietary practices of these consumers (Pew Research Center, 2015).

Although plant-based diets, including veganism, continue to grow, the whole-food approach remains an even broader trend that cuts across consumer groups regardless of age, nationality, or lifestyle.

This creates an opportunity for restaurant operators to offer a diverse range of minimally processed foods, customised options for allergy-related or religious needs, and thereby improve both quality and safety in their service.