TORONTO — They may have grown up eating burgers, fries and soft drinks from fast-food outlets.

But a growing number of Canadians, particularly baby boomers aged 55 and older, women and high-income consumers, are avoiding what they perceive to be unhealthy foods in these same on-the-go eateries, a new survey suggests.

"There is no doubt that Canadians are increasingly looking for healthier and lighter food choices," says Robert Carter, executive director, Canada Foodservice, The NPD Group, a Toronto marketing research firm.

"While many people turn to fast-food restaurants for indulgence, a growing number of Canadians are seeking smaller portion sizes and nutritious options in these establishments."

The survey showed that as many as 20 per cent of Canadians who frequent fast-food restaurants are looking for healthier food choices and are prepared to pay much more for them.

Garth Whyte, president and CEO of the Canadian Restaurant and Food Service Association, believes that the trend to healthier options at quick-service restaurants is already happening.

"I think they have to for a couple of reasons," citing his own family's situation.

"We are a family of five and our middle daughter is a vegetarian," Whyte says. "The fast-food restaurant is not dealing with one person, they are dealing with five, so if they don't have vegetarian options we have to bypass that particular restaurant."

In June, the CRFA launched an initiative entitled Healthy Living Strategy. It is working to arrive at a practical national regulatory framework for nutrition disclosure in the industry that would facilitate a consistent approach across the country.

Carter says he thinks a lot of unhealthy food choices at quick-service restaurants have to do with the perception of price.

"We see from our study that when it comes to choosing healthy options the average meal cheque is higher," he says. "So I think a lot of restaurant operators are under the assumption if they promote on price (for example a two-for-one burger and fries) that will draw traffic."

However, Carter says that their survey finds that consumers are willing to pay as much as 13 per cent more to get healthier choices.

While some fast-food chains have realized a degree of success with healthy food options, these chains remain few and far between, according to the study's findings.

To make up for the lack of healthier restaurant menu choices, many consumers simply choose to substitute where they can, such as replacing french fries with salad, skipping dessert and swapping pop for other beverages, such as bottled water.

People who want healthier options tend to find satisfaction in such food items as cold smoothies, ethnic foods and perceived lighter cuts of meat like veal and turkey, the survey showed.

"Canadians are speaking loud and clear," says Carter. "The study results show that rather than simply avoiding unhealthy foods, a significant number of the population is, in fact, demanding more nutritious menu options.

"Fast food operators would be remiss to ignore this prevalent trend among Canadian consumers."