NEW YORK—Even consumers who buy healthy, organic food and exercise regularly can't resist fast food. A survey from Scarborough Research found that 74% of health-conscious consumers ate at a QSR for lunch in the past 30 days. Of those, 26% ate at a fast-food establishment more than 10 times in the past 30 days.
This latest analysis reflects the enormous shift in the quick service restaurants’ initiatives toward healthier menu options and branding," says Alisa Joseph, vice president of advertiser services for Scarborough parent company, Arbitron. “Fast food companies feel pressure to change their messaging to a more health-conscious tone as they are aware that the average consumer is now more aware of the healthier menu options available. Though price point is still important to their core customers, healthy menu options within that price point will satisfy the customers they have as well as grow their Health-Conscious Consumer segment."
The top five most-frequented places were McDonald's (36%); Subway (31%); Wendy's (22%); Panera Bread (17%); and Taco Bell (17%).