Marketing Forecast from Ad-ology

Americans are looking for more healthful options at restaurants and other foodservice outlets but define healthy eating based on quality features, such as fresh, natural and nutritious ingredients, rather than fewer calories, according to new research from The NPD Group. However, menu prices will continue to pose a dilemma for restaurants this year as operators struggle with rising commodity costs and consumers who remain focused on value, according to a new study by AlixPartners LLP. Survey respondents expect to spend 5% less on each meal at restaurants this year, or an average of $12.90 per meal versus $13.60 in 2010. “This focus on saving money, coupled with the desire to eat healthier will put pressure on companies to take a hard look at their menus and the price-value equation they’re presenting to the increasingly frugal and health-conscious consumer,” said Adam Werner, a managing director at AlixPartners.

According to a new national poll from Shelton Group, new incentives will be needed to persuade Americans to make energy-efficient improvements to their homes. Beginning this year, tax incentives that once rewarded Americans for energy-efficient improvements have been slashed. For many Americans, the survey found, those incentives were a prime reason for making such improvements as replacing windows, adding insulation and buying energy-efficient appliances. “That means utilities, manufacturers and retailers are going to have to step up their incentives — and get a lot more creative and targeted in marketing energy efficiency,” said Suzanne Shelton, president of Shelton Group.

According to a new survey from BIGresearch, 13.2% of Adults 18+ own a BlackBerry, 11.3% own an iPhone, 9.3% own a Droid and 5.2% own an iPad. With approximately a third of the U.S. adult population using smartphones and other mobile devices, marketers need to understand the digital habits of these savvy consumers. BlackBerry, Droid, iPad, iPhone and even eReader Owners are more likely to be engaging in social networking, online shopping and downloading music/videos compared to the average consumer. Over half (51%) of eReader Owners regularly shop online for fun, and all types of mobile device owners appear to conduct more research online prior to purchasing in a store. After researching and shopping online, the next step is to share with family and friends, and mobile device owners are more likely than the general population to seek out and give advice about products or services.

The American consumer marketplace is a patchwork of niche audiences and target markets. A new study by Barna Group explores where faith fits in in such a diverse marketplace and whether Americans are supportive of businesses and brands that have an overtly Christian connection. The research uncovered that those who would support Christian-branded enterprises significantly outnumber those who refrain from such brands because of that faith connection. According to David Kinnaman, president of the Barna Group, “there appears to be a significant opportunity for enterprises that understand and value faith to express their faith consciousness through their business practices — not simply as a marketing gimmick but as an authentic part of their content, their mix of products and services, their branding, and their corporate culture.”

According to Travelocity’s annual “Traveler Confidence Report,” a majority (89%) will spend as much or more on travel in 2011 as they did in 2010. The survey of more than 1,400 Americans also found 95% of respondents will travel as much or more in 2011. Though travelers are planning to spend more, they’re also planning to spend more carefully. Sixty percent of respondents claimed to have a predetermined travel budget for 2011, up from 44% in 2010. “Judging from the number of respondents who say they intend to both travel and spend more in the coming year, the travel industry could see continued growth in 2011,” said Hugh Jones, President & Chief Executive Officer, Travelocity Global.

Better Homes and Gardens magazine recently released its 2010 Food Factor survey, conducted among more than 3,600 women across the U.S. In the new survey, Better Homes and Gardens identifies key trends relating to American women’s decision-making process when it comes to topics such as eating at home, convenience, and organic food shopping. The majority of women (52%) are still very concerned about the cost of food today and employ a wide variety of strategies to combat rising food prices. Most commonly, they eat out less often (64%), stock up on bargains (62%), use a shopping list (61%) and use cents-off coupons (60%).