Lunchtime crowd split between the young and the health conscious

Food court lunch hours can be split between two demographics: the younger diner scanning menus looking to stretch out their dollar as much as they can, and the older generation performing mental nutritional calculations while waiting in the soup and salad line.

At least, that's the assessment of food market research group Technomic, which last week released its "Lunch Consumer Trend Report" looking at how US consumers spend their lunch hour.

According to the report, there is a generational divide when it comes to defining the term ‘value.' For Millennials - those aged 18-34 - value is primarily considered to be how much bang they can get for their sometimes elusive buck. But for adults over 45, food quality and healthy alternatives are what determine value for money, analysts said.

"The most health-conscious consumers skew 45 and older, so their value equation is different than that of a younger person who sees value primarily as a price issue," said Technomic's Sara Monnette in a statement. "Older consumers are less likely to perceive value in dollar menu items because of the broader context of their motivations."

Millennials also eat out for lunch more than the older generation.

The report was based on the survey responses of 1,500 consumers.

Analysts found that about a third of consumers polled said they eat out for lunch at least twice a week, while more than half admitted to skipping lunch at least once a week - a good opportunity for fast food outlets to offer smaller-portioned, healthier options, the report reads.

The lunchtime crowd also turns out to be a faithful one, analysts found, as nearly half of respondents polled said they visit the same establishments over and over again.

Meanwhile, another food survey released last week by daily online deal site LivingSocial also found that when it comes to dining out, lunch is the most important meal of the day, with more people dining out at this time than for any other meal.

PROMOTED VIDEO
Life and Style
ebookNow available in paperback
ebooks
ebookPart of The Independent’s new eBook series The Great Composers
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    Old Royal Naval College: ORNC Visitor Experience Volunteer

    Unpaid voluntary work: Old Royal Naval College: Join our team of friendly volu...

    Recruitment Genius: Customer Service / Sales Assistant

    £8 per hour: Recruitment Genius: This airport parking organisation are looking...

    Recruitment Genius: PCV Bus Drivers

    £8 per hour: Recruitment Genius: Do you enjoy bus driving and are looking for ...

    Ashdown Group: IT Support Technician - York

    £18000 - £20000 per annum + Benefits: Ashdown Group: IT Support Technician - Y...

    Day In a Page

    Iraq invasion 2003: The bloody warnings six wise men gave to Tony Blair as he prepared to launch poorly planned campaign

    What the six wise men told Tony Blair

    Months before the invasion of Iraq in 2003, experts sought to warn the PM about his plans. Here, four of them recall that day
    25 years of The Independent on Sunday: The stories, the writers and the changes over the last quarter of a century

    25 years of The Independent on Sunday

    The stories, the writers and the changes over the last quarter of a century
    Homeless Veterans appeal: 'Really caring is a dangerous emotion in this kind of work'

    Homeless Veterans appeal

    As head of The Soldiers' Charity, Martin Rutledge has to temper compassion with realism. He tells Chris Green how his Army career prepared him
    Wu-Tang Clan and The Sexual Objects offer fans a chance to own the only copies of their latest albums

    Smash hit go under the hammer

    It's nice to pick up a new record once in a while, but the purchasers of two latest releases can go a step further - by buying the only copy
    Geeks who rocked the world: Documentary looks back at origins of the computer-games industry

    The geeks who rocked the world

    A new documentary looks back at origins of the computer-games industry
    Belle & Sebastian interview: Stuart Murdoch reveals how the band is taking a new direction

    Belle & Sebastian is taking a new direction

    Twenty years ago, Belle & Sebastian was a fey indie band from Glasgow. It still is – except today, as prime mover Stuart Murdoch admits, it has a global cult following, from Hollywood to South Korea
    America: Land of the free, home of the political dynasty

    America: Land of the free, home of the political dynasty

    These days in the US things are pretty much stuck where they are, both in politics and society at large, says Rupert Cornwell
    A graphic history of US civil rights – in comic book form

    A graphic history of US civil rights – in comic book form

    A veteran of the Fifties campaigns is inspiring a new generation of activists
    Winston Churchill: the enigma of a British hero

    Winston Churchill: the enigma of a British hero

    A C Benson called him 'a horrid little fellow', George Orwell would have shot him, but what a giant he seems now, says DJ Taylor
    Growing mussels: Precious freshwater shellfish are thriving in a unique green project

    Growing mussels

    Precious freshwater shellfish are thriving in a unique green project
    Diana Krall: The jazz singer on being friends with Elton John, outer space and skiing in Dubai

    Diana Krall interview

    The jazz singer on being friends with Elton John, outer space and skiing in Dubai
    Pinstriped for action: A glimpse of what the very rich man will be wearing this winter

    Pinstriped for action

    A glimpse of what the very rich man will be wearing this winter
    Russell T Davies & Ben Cook: 'Our friendship flourished online. You can share some very revelatory moments at four in the morning…'

    Russell T Davies & Ben Cook: How we met

    'Our friendship flourished online. You can share some very revelatory moments at four in the morning…'
    Bill Granger recipes: Our chef serves up his favourite Japanese dishes

    Bill Granger's Japanese recipes

    Stock up on mirin, soy and miso and you have the makings of everyday Japanese cuisine
    Michael Calvin: How we need more Eric Cantonas to knock some sense into us

    Michael Calvin's Last Word

    How we need more Eric Cantonas to knock some sense into us