Consumers Are Alone Over Half of Eating Occasions As A Result of Changing Lifestyles and More Single-Person Households, Reports NPD

Chicago, August 6, 2014 —Consumption behaviors in the U.S. have become less household-oriented and more individualized than previous generations, and now over 50 percent of eating and beverage occasions happen when consumers are alone, reports The NPD Group, a leading global information company. Also contributing to consumers dining alone is that 27 percent of all households now consist of just one person — the highest level in U.S. history, according to the U.S. Census Bureau.

Consumers are alone about 60 percent of the time at breakfast. Going solo at breakfast is driven by time constraints, routine, and being away-from-home at work or school, finds NPD’s food and beverage market research. Fifty-five percent of lunch meals are solitary occasions where quick and easy is the driving need, and, again, many consumers are away-from- home. Between meal occasions, like snacking, are typically solo since these occasions typically occur when consumers are away-from-home or on-the-go.

Dinner is the least likely meal occasion to be eaten alone. Only 32 percent of dinner meals are solo dining occasions. Dinner is unique among meal occasions since it focuses more on being family or socially-oriented. Nearly half of all families with kids eat dinner together at least five times a week, according to NPD.

Source: The NPD Group/National Eating Trends®

“The number of solo eating and beverage occasions have wide-ranging implications for food and beverage marketers in terms of new products, packaging, and positioning,” says Darren Seifer, NPD food and beverage industry analyst. “As lifestyles shift it’s key for marketers to profile and segment occasions when their product is consumed in various ways, including solo versus social occasions, in order to connect most effectively with consumers.”


Related Press Releases

June 12, 2018

The Future of Dinner in America Will Reflect Past Traditions But With Modern Twists

May 15, 2018

Will Consumers of Organic Foods Be Swayed By Negative Reports on the Quality and Safety of These Foods? Not Likely.

April 25, 2018

U.S. Consumers Take an Omnichannel Approach When It Comes to Grocery Shopping

March 21, 2018

Gen Zs Are Discerning Grocery Shoppers with an Eye for Organic and Real Foods


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.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.