One of the most concerning changes in consumers’ restaurant visit behavior has been the cutback in visits for the supper meal occasion. Supper is the industry's largest sales generator, and it has been the weakest-performing meal period — traffic at supper has not shown much growth in this millennium, and it has been particularly weak over the past three years. In this report, NPD takes a deeper look at the restaurant supper occasion, which includes conducting a custom study to probe reasons this market is as weak as it is.

NPD’s new report, Getting a Grip on the Supper Market, addresses these key questions — and many others:

• What are the supper and population trends over the past 10 years?
• Is there an issue with perceived value received?
• What benefits do consumers want with supper visits — and how do these differ from past years?
• Why are consumers visiting restaurants less for supper?
• If consumers are eating more at home, why? What are the sources for home meals?
• What would entice consumers to visit more often for a supper meal?
• Are the right products being menued to appeal to the growing population?
• What foods/beverages are preferred and most popular within each age group?
• What foods/flavors would consumers like to see offered more often?

For more information, please contact Charles Camaroto at 866-444-1411 (contactnpd@npd.com).