Capitalizing on Changing Food Consumption Habits
Globally, 61% of consumers claimed to rely heavily on time-saving products and services in 2016; a significant increase on the 42% who claimed to do so in 2014. This increased reliance on time-saving products reflects not only busier lifestyles, but also the desire for a simpler, stress-free life generally. This is particularly apparent within larger households where the activities of multiple people need to be juggled, making reliance on time-saving even greater.
Influences and pressures of modern lifestyles have disrupted the traditional meal occasion routine. The concept of three meals a day no longer applies for many households as eating habits become more fragmented. Furthermore, the idea of a family sitting around to eat their main meals together is also becoming an occasional occurrence rather than a daily ritual; as eating has to fit around other commitments.
Globally, breakfast is the meal that is most likely to be skipped across all markets, as growing time-pressures mean consumers are most likely to skip the first meal of the day. However, among the majority who do consume breakfast, health and nutrition is the overriding priority compared to meal occasions later in the day.
Despite time-pressures, health takes precedence over ease and simplicity in the morning. This is perhaps due to the inherent simplicity of many breakfast foods already, which leads consumers to think more about the health impact of their choices. Later in the day, especially at lunchtime, convenience is the priority, as consumers seek quick and easy solutions to fit their work and lifestyle routines.
The report “Evolving Meal Occasions”, explores how food and drink brands can capitalize on evolving meal occasions. Food consumption is no longer confined to three meals a day, as changing family structures, busier lifestyles and health concerns affect when – and what – consumers choose to eat throughout the day. This report explores how meal occasions are evolving; what the opportunities are and, how brands and manufacturers can capitalize.
Companies mentioned in this report:Deliveroo, McDonald’s, Ben & Jerry’s, Unilever, Moma, PikNik, Kellogg’s, Nosh, Bright Greens, Huel, Quaker Oats, Sonoma Brands, TruVibe, Pacific Beach, Walmart, Doritos, PepsiCo, Dorset Cereals, Kronfli Brothers, Waitrose, Taiko, Chicago Town, LustucruFrais, Fairfields Farm, Velveeta, Totino’s
– The traditional three-square-meals-a-day routine is becoming less relevant to modern lifestyles.
– Breakfast is most likely to be skipped or rushed, while consumers tend to spend longer over their evening meals.
– Wider access to convenient foods and services is influencing what and where consumers eat.
Reasons to buy
– Gain insight into the key drivers impacting meal consumption habits throughout the day.
– Understand what motivates consumption choices at different times of day.
– Identify five key trends in evolving meal occasions and understand the innovation implications.
– Explore how food and drink brands and innovators can respond to the evolving needs of consumers at meal times.
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