Consumers associate menu items labeled as natural, organic and sustainable with the idea of healthfulness, but not with either "good taste" or "good value" according to a new study.

A survey of 1,000 consumers by foodservice industry research firm Technomic Information Services showed 71 percent of respondents associated the terms with healthfulness, 62 percent connected them with using the freshest ingredients and 41 percent related them to a perception of quality. Only 29 percent associated them with good taste and just 18 percent saw them as a good value.

In a news release, Technomic said the study also showed women placed significantly more importance on being able to select from a wide variety of natural, organic and sustainable food offering when shopping for food or dining out, but noted male interest was also strong.

It also showed that older Americans have concerns about health and specific diet-related health issues, but they may represent the slowest adopters of organic and natural foods. Younger consumers showed a stronger affinity for natural, organic and sustainable menu items, it said.

By Janie Gabbett on 12/14/2007 for Meatingplace.com