The American Kitchen is Alive and Thriving
David Portalatin, Vice President, Industry Advisor ;
Contrary to recent news reports that U.S. consumers are eating at restaurants more, consumers are, in fact, increasingly eating and preparing their meals at home. Due to a changing workforce, the ease of online shopping, and the boom in streaming entertainment, there are fewer reasons than ever to leave the house. The most popular place to eat out in America is our own home.
I do understand the confusion since foodservice spending has been increasing —up two percent in the year ending May 2018 — but foodservice spending doesn’t equate to foodservice visits, which were flat in the period. Restaurant visits, whether onsite, drive-thru, or ordered for delivery, are more indicative of foodservice growth than spending. Foodservice spending is up primarily because the cost of a restaurant meal is increasing faster than the cost of a home prepared meal. Additionally, a restaurant meal has historically cost more than an in-home meal, typically as much as three times more.
Although there are certainly pockets of growth in the foodservice industry, since the recession the industry remains challenged to get people out of their homes to eat. In our daily research of U.S. consumers’ eating behaviors, we consistently show that four out of five meals are prepared at home, and although the relationship of in-home prepared meals versus those sourced away-from-home has been stable for a few years, we still prepare more meals at home than we did a decade ago.
That is not to say that consumers aren’t looking for shortcuts in their meal preparation. Close to half of dinners purchased from a restaurant are consumed at home and many in-home meals are a blend of dishes we prepare and items purchased ready-to-eat from a foodservice establishment. Our just published Future of Dinner study forecasts that blended meals, which include a restaurant or prepared food, will grow over the next five years. This, to me, is a win-win for both food manufacturers and foodservice operators.
There will always be competition between food companies and foodservice operators for consumers’ food dollars, and it’s not entirely a matter of where consumers are eating but rather what they’re eating. The key is to understand that consumers are ultimately calling the shots and the winners will be those who listen.
Related Blog Posts
Amazon is tightening the gap between online and offline experiences by offering discounts to Prime members in Whole Foods. The tightening continues with this year’s Prime Day sales.
Amazon Go is a new kind of store featuring, as Amazon describes, “the world's most advanced shopping technology.” Darren Seifer, NPD food and beverage industry analyst, visits the Amazon Go store in Seattle to get a first-hand look at what some bill as the store of tomorrow.
The consumer backlash against GMOs (genetically modified organisms) in the food industry could stem from the fact that the benefits of GMOS were only touted to farmers and agribusiness in the beginning and not to consumers.
U.S. consumers have new attitudes about their eating choices and food and foodservice companies are addressing these new realities.
- Top 10 Sellers | Entertainment Industry Trends
- Leisure Sneakers, Comfort-Oriented Styles Drive Footwear Sales
- 10 Trends You Should Know About Kids' Licensed Products
- Plant-based Proteins Aren't Just for Vegans Anymore
- New industry analysis on bra sizing uncovers full-figure opportunities