Although 87 percent of morning eating occasions and 76 percent of midday eating occasions are sourced from home, there is a trend toward foodservice, particularly among Gen Z and Gen X, underscoring the need for convenience, according to joint research from The Food Industry Association (FMI), data insights firm Circana, and consulting firm Oliver Wyman.
The research, Finding Growth for Food & Beverage at Retail: Winning Eating Occasions Throughout the Day, focuses on go-to-market strategies and ways grocers can attract more shopper relevance regarding needs, experiences, tastes, rewards, health, and convenience, said Circana.
“The research showcases how food and beverages that promote well-being, those that are competitively priced and products that are decidedly convenient to buy and prepare, will ultimately earn shoppers’ allegiance,” said Mark Baum, SVP of industry relations and chief collaboration office at FMI, in a statement. “We are witnessing shifts toward foodservice spending, a rise in digitization, and return-to-office protocols that all provide food and beverage retail with opportunities to improve how they deliver on what matters most to consumers.”
Food retailers may capitalize on these trends by offering convenient options.
“Time is of the essence for Americans, especially when it comes to their morning routines. Sixty-five percent of morning eating occasions are prepared in less than five minutes, and we see opportunities for new appliances that give consumers quick solutions, with the microwave gaining the most ground since 2020,” said Sally Lyons Wyatt, global EVP and chief advisor of consumer goods and foodservice insights at Circana, in a statement.
In the evening, lower-prep, quick-cleanup, and fewer ingredients are growing trends, said Oliver Wyman partner Randall Sargent.
“Dinner represents the largest financial upside for retailers winning at home relative to other eating occasions throughout the day. To increase their share of evening consumption, retailers and suppliers must offer solutions that are not only sufficiently convenient but also offer the varieties of cuisines and textures found in a foodservice offering,” said Sargent in a statement.