The eating-at-home business has surged in the last years, offering more options for consumers. This includes meal delivery, ready meals, home-cooked food, and even snacks that deliver satiety and nutrition. In the context of inflationary pressures, there is a growing need to diversify product portfolios suiting consumers’ spending abilities and demand for various levels of immediacy. There are opportunities in addressing changing mealtimes, new consumer lifestyles and alignment to home systems.
This report comes in PPT.
The combination of both grocery sales for cooking and takeaway/delivered food from restaurants surged in 2020, and will continue to expand over the forecast period. Foodservice options for at-home consumption gaining share of this pie eats into share of stomach and intensifies competition for previous meals-at-home brands, raising the need to innovate and seek new consumption occasions at home.
Eating-at-home occasions are re-shaped by an evolved consumer landscape. It is essential for brands to speak to digital-first consumers who still seek healthy food despite not having fully prepared their own meals. Demand for convenience and experience raises the need for compatibility with home systems and lifestyle trends, while inflationary pressures and meal delivery further fragmentises options.
Studying this wider range of options for eating at home beyond only cooking ingredients, consumers largely consider price and how quickly these meals can be ready for consumption due to current hybrid lifestyles. Differentiating between different meal options is essential to speak to consumer needs given shrinking product or brand loyalty.
A set of opportunities lie in addressing changing meal times, compatibility with at-home activities such as gaming and socialising, and synergies with the multiplied appliances and devices that consumers have acquired in the last years. Inflationary pressures further emphasise the need for constant re-invention including packaging and pack sizes.
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