Homemade Dessert Disappearing at the Dinner TableNPD Sees Dessert on the Decline Because of ConveniencePort Washington, NY, September 16, 2003 – Americans are dropping dessert at home. The percent of in-home dinner meals that include dessert declined six percentage points from 1990 to 2003, when only 15 percent of suppers included a dessert item, according to the NPD Group’s upcoming 18th Annual Report on Eating Patterns in America. The book is the only comprehensive report of its kind. It not only tracks what Americans are eating, where, when and how much, but it also looks at people’s attitudes towards food. The biggest loss is being seen in homemade desserts. "Mom just isn’t making dessert anymore," said Harry Balzer, vice president, The NPD Group, Inc and author of Eating Patterns in America. "She might say she enjoys baking and cooking, but she’s not making dessert these days, " said Balzer, food trends expert. When people do eat dessert, ready-to-eat sweets, including cookies, cake, pie and pudding, make up half (50 percent) of all in-home desserts at dinner. The top desserts -fruit, ice cream, cookies and cake- make up two-thirds of all desserts. "Dessert isn’t disappearing because of health concerns," adds Balzer, who’s been tracking America’s eating habits for 25 years. "It’s a convenience issue, which manufacturers and retailers can address." In 2002, only one out of every 7 dinners included dessert, according to The NPD Group, a leading market information provider. However, the older we get, the more likely dessert will be on the table, according to the report. In 2002, thirty-three percent of dinners eaten by people 65 and older included dessert, considerably higher than their younger counterparts. In fact, consumers under 25 ate sweets at only five percent of dinners at home. "What does this mean in light of the aging American population?" asks Balzer. "Well, the older we get, the more likely we are to say, ‘we want dessert,’ but we’re still not going to prepare it ourselves!" About Eating Patterns in America The 18th Annual Eating Patterns in America--the industry’s most comprehensive look at the food and beverage choices Americans make everyday-will be available in October from NPD Foodworld®, a division of The NPD Group. The Food Industry Bible Eating Patterns in America (EPA) is the only study of its kind. It examines what consumers are eating, where they buy their food and beverages, who prepares meals, the most popular foods at each meal and what appliances are used. EPA takes an in-depth look at the restaurant industry, trends in diet and nutrition, and concerns about health and food safety. It also captures consumers’ attitudes and behaviors about food in home and away from home. EPA tracks the daily consumption habits of thousands of Americans. The book compiles data collected from 35 NPD databases involving consumers, manufacturers, retailers and restaurant operators. With its large sample base and broad scope, the report is a primary resource for major food and beverage suppliers, restaurant operators, appliance manufacturers and food retailers. Businesses use EPA to make strategic decisions about new products and services. Who is Harry Balzer?
About The NPD Group, Inc.
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