Many people may consider the term “healthy fast food” an oxymoron. That’s because when they think of fast food, images of greasy burgers and fries are what come to mind.
Even though such foods have been linked to obesity, heart disease, and a number of other health problems people are still willing to eat them because they are willing to compromise their health in exchange for expediency.
After all, what do you do if you’re in a hurry and don’t have time to cook? What if you’re on the go and don’t have access to a kitchen?
Well, there’s now a growing trend of cooking fast foods without compromising on health benefits. And that’s healthy fast food.
In this article, we will discuss the target market for healthy fast food and understand their motivations for choosing such foods even though they are more expensive and less easily available than the alternatives.
Examples of Healthy Fast Food
No discussion about healthy fast food can be complete without first looking at some examples of this new trendy food.
Here are some of the most popular items on healthy fast food menus:
- Salads
- Vegetarian burgers
- Whole grain wraps and sandwiches
- Fruit cups and yogurt bowls
- Sushi rolls
- Lean Chicken and fish dishes
Most healthy fast food is cooked without the use of unhealthy fats and oils. They also generally have fewer calories than their traditional counterparts.
What’s more, these meals are often made with fresh ingredients which further improve their nutritional value.
Now that we know what healthy fast food is, let’s look at who is buying it.
Who Is the Target Market for Healthy Fast Food?
The target market for healthy fast food is people who want to eat well but don’t necessarily have the time to cook or don’t have access to a kitchen.
These people lead busy lifestyles and need quick and convenient meal options that are also healthy. Sometimes all they are looking for is a healthy snack.
Some of the most common places you’ll find healthy fast food are:
- Airport terminals
- Train stations
- Bus depots
- Hotels
- Offices
- Special areas in a grocery store
In addition to being busy, the target market for healthy fast food is also generally health-conscious and willing to spend more money on foods that are good for them.
They understand that eating healthy can help them live longer, stay in better shape, and have more energy.
What’s more, they are also likely to be better educated than the average person and have higher incomes.
This means that they can afford to pay a premium for healthier foods.
The Target Market for Healthy Fast Food: Their Motivations
One of the best ways to understand any market and especially the target market for healthy fast food is to understand the motivations of those who constitute this market.
In this case, we ask ourselves – why do some people want fast food? And why do some of them want healthy fast food?
Here are the 3 key motivations that people have to opt for healthy fast food:
- The desire for convenience
- The desire to become/remain healthy
- The desire to save money in the long run
The desire for convenience
People who constitute the target market for healthy fast food are often busy with work or other commitments. They don’t always have time to cook a healthy meal from scratch, so they’re willing to pay for the convenience of healthy fast food.
The desire to become/remain healthy
This is the most obvious motivating factor for choosing healthy fast food as opposed to normal (read: unhealthy) fast food.
Those in this segment of the target market for healthy fast food are looking to improve or maintain their health. Some are not in good health and see healthy food (fast or otherwise) as a necessary change to become healthy.
They see unhealthy fast food as a threat to their health and are willing to pay more for healthier alternatives.
The desire to save money in the long run
Many people see healthy fast food as an investment. They know it costs more than regular fast food, but they understand that eating unhealthy food now will likely lead to expensive health problems down the road. They would rather pay more for healthy food now and try to avoid those future costs.
What Are The Implications For Healthy Fast Food Restaurants?
The trend of healthy fast food is good news for restaurants that offer such options. They can charge a premium for their healthier food and appeal to an audience that is willing to pay more for convenience and health.
However, healthy fast food restaurants will need to make sure that they are able to meet the demand for their food. Their customers are often busy and may not have time to wait in line or wait for their food to be prepared.
Healthy fast food restaurants will need to find ways to make their food quickly without sacrificing quality or taste.
The target market for healthy fast food is also a great market for an online food business. And so healthy fast food restaurants will need to accept orders online and offer delivery or takeaway options for customers who want the convenience of eating healthy without having to leave their homes or offices.
Summary
To summarize, the target market for healthy fast food are people who:
- Lead busy lifestyles
- Don’t have time to cook or don’t have access to a kitchen
- Are health-conscious
- Are willing to spend more money on healthier foods
If you’re thinking of starting a healthy fast food business, this is the target market you should be targeting.
To reach these people, you will need to make your healthy fast food items available where they are most likely to be. This includes airport terminals, train stations, bus depots, hotels, offices, and of course grocery stores that carry healthy fast food.
Given that this market is full of busy people, you may want to consider accepting orders online and offering takeaway and delivery options.
