More than one year into the pandemic, we revisit the topic of increased home-cooking, restaurant avoidance and the way that home working moves the lunch occassion from restaurants, to the home. Learn more about the roles of Home Delivery, Ready Meals and Meal Kits to satisfy convenience seekers and why Health and Wellness is a key premiumisation tool in spite of financial struggles among many consumers.
The data are clear that work from home is a lasting trend, which companies need to position themselves in relation to. For foods, this means that more lunches are eaten at home. Consumers will have less need for lunch restaurants and more need for ready meals, time-saving cooking solutions, home delivery of meals and retail food for cooking.
Growth in consumption in ready meals has grown more than frequency of cooking and baking. Most notable is the growth among consumers who heat or prepare ready meals “almost every day”. They are served by ready meal subscription services designed to help individuals reach their health and fitness goals.
Cooking set to remain higher than before the pandemic and with that, a part of the shift from foodservice to retail is set to remain permanently. However, many consumers are looking for more comfort, also with regard to food. Meal kits, partially prepared side dishes and other time-saving packaged food solutions are competing for this opportunity.
The majority of consumers have trouble making ends meet and affordable food is set to grow in importance as a result. This sets the stage for continued growth for discounter chains such as Lidl and Aldi, as was also the case in the wake of the 2008-2009 global financial crisis.
Health and wellness spending is at the top of the list of what consumers plan to increase their spending on over the next 12 months, even as the majority of respondents aim to reduce overall spending. Affordable food will be important, yet this primacy of a healthy diet presents continued premiumisation opportunities.
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