Technomic: Consumers Want Food Additives Subtracted from Menus

Major franchise brands aren’t just updating their menus from the goodness of their hearts. As recent data from Technomic showed, it’s what consumers want.

Brands like Taco Bell, Pizza Hut and Chipotle have made headlines recently with promises to change their menus, whether by eliminating food coloring and additives or not serving GMOs. According to the Consumer Connect 2015: Attitudes Toward Additives report from Technomic, 43 percent of consumers chose additive-free food and drink because they believe it’s healthier. Meanwhile, 30 percent of consumers said GMO-free food and drink tastes better.

"Today's consumers want wholesome, nutritious foods they can feel good about eating, and that increasingly translates into demand for natural and additive-free ingredients,” said Kelly Weikel, director of consumer insights at Technomic. “More than half of consumers tell us they want greater menu transparency, and more restaurant chains are moving in that direction. These are big industry shifts. The challenge to operators is making the right decisions that will resonate with their consumers and be a good long-term fit for the brand.”