Descriptors Make a Difference

From packaging in grocery stores to listings on restaurant menus, food descriptions have the power to affect sales and influence taste perception.

When it comes to health attributes, 87% of consumers say items described as "fresh" taste better than other options. Fresh foods have a strong association with nutrition, quality and flavor. The majority of diners believe poultry with a "fresh" descriptor is healthier and tastier. Consumers are willing to pay for freshness, too—46% say they will pay more for a product that’s described as fresh.

As the number of health-conscious consumers continues to rise, it is important to label menu items in your operation accordingly. For instance, consumers believe fresh items have a more enhanced flavor when compared to seasonal or local items.

The claims "hormone free" and "trans fat free" matter to consumers as well. Try menuing a breakfast item made with Butterball turkey sausage and add "hormone free" and "trans fat free" descriptors. Or, craft a fresh artisan sandwich, wrap or salad with Butterball smoked turkey breast. The combination of health descriptors and the Butterball brand name will be sure to impress customers and boost sales.

For more inspiration, check out our E-Z Menu Ideas and Innovative Recipes.


Turkey Consumer Trends (Butterball Proprietary), Technomic, August 2013

Technomic Consumer Food Trends, Issue No. 1, 2013

Flavor Consumer Trends Report, Technomic, 2013

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