Aging U.S. Consumers Slowing Down Food And Beverage Consumption

Chicago, October 15, 2018 — While our economy is improving, the aging population and corresponding changes in life stage will contribute to the decline in total eating occasions on a per capita basis in the U.S., according to The NPD Group’s recently released Eating Patterns in America. Modest population growth will result in a less than one percent annual increase in total food and beverage demand, which isn’t significant enough to stop the decline in consumption occasions per capita.

The number of annual eating occasions per capita in the U.S. has been on a steady decline, reports NPD, which continually tracks all aspects of U.S. consumers’ eating attitudes and behaviors. U.S. consumers will average 1410 eating occasions per capita this year, or over 461 billion occasions for the total U.S. population, compared to 1453 occasions in 2009. 

“Food and beverage consumption in the U.S. is perhaps the clearest definition of a ‘mature market,” says David Portalatin, NPD food industry advisor and author of Eating Patterns in America. “The balance between consumers eating in home or away from home has been stable for the past two years and neither the food retail or foodservice industries are increasing their ‘share of stomach’.”  

The percentage of meals sourced in home increased gradually from 2002 to 2012 and currently 82 percent of meals are sourced from home, the remaining percentage of meals are sourced away from home. The balance of in home and away from home has been stable since. While both food retail and foodservice remain flat, there are variations in consumer choices between in home and away from home by daypart and food categories. For example, the share of in-home meals that include a blend of a prepared at home items and prepared away from home item has been steadily increasing and is forecast to grow.

“One thing remains certain: consumers must eat,” says Portalatin. “While it’s true that finding growth in this market is challenging for food and beverage marketers, those that focus on being meal solutions providers by understanding consumers’ needs and wants have the best shot at winning share.”


Related Press Releases

The Flexibility of On-Demand Meal Kits Strikes a Chord with Consumers
The Flexibility of On-Demand Meal Kits Strikes a Chord with Consumers

Although a subscription-based meal kit delivery service doesn’t appeal to a broad segment of the population, the meal kit concept does and with increased availability of the kits at grocery stores, online, and in restaurants, a greater number of consumers are using meal kits, reports The NPD Group.

Portion-Control Salad Dressing Catches Tailwind of Foodservice Delivery Boom
Portion-Control Salad Dressing Catches Tailwind of Foodservice Delivery Boom

Foodservice delivery sales grew by 20 percent over the past 5 years and riding on this boom is portion-control salad dressing, a delivery order staple.

Aging U.S. Consumers Slow Down Food And Beverage Consumption Making It A Battle for Market Share
Aging U.S. Consumers Slow Down Food And Beverage Consumption Making It A Battle for Market Share

The aging population and corresponding changes in life stage will contribute to the decline in total eating occasions on a per capita basis in the U.S., according to The NPD Group’s recently released Eating Patterns in America.

What’s Life Stage Versus Generational Behavior When It Comes to Dinner Planning? Millennials Are Showing Us The Difference.
What’s Life Stage Versus Generational Behavior When It Comes to Dinner Planning? Millennials Are Showing Us The Difference.

It’s a common oversight not to age generations or recognize how life stage can impact behavior. To understand the difference between generational and life stage behaviors enables food companies and foodservice operators to develop products and marketing messages that are more relevant to their target consumer audiences.


Press Contact

Kim McLynn
847-692-1781
kim.mclynn@npd.com

@npdfood

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.


npd.com | © 2018. The NPD Group, Inc.

Follow Us on