Table of Contents
Overview
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- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: market context
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Sales of food at home and away from home, November 2019-November 2020
- Impact of COVID-19 on what America eats
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on what america eats, February 2021
- Opportunities and Challenges
- Re-emergence
- Close to one in five adults is always on the lookout for new foods/flavors
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- Figure 3: Frequency of food behaviors – look for new foods/flavors to try, July 2020
- Ease of preparation and satiety have strongest draw
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- Figure 4: Attributes sought, by occasions – net* – any occasion, November 2020
- Recovery
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- Figure 5: COVID-19 related changes in food and drink behavior, July 2020
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- Figure 6: Desired change in diet, November 2020
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- Figure 7: Typical diet, December 2019 and November 2020
The Market – Key Takeaways
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- Spend on food at home remains elevated
- Continued high unemployment will require brands to mind frugality
- Brand must meet the needs of a home-based workforce
- Keep diversification in mind: one size does not fit all
Market Factors
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- Spend on food at home remains higher than the enthusiasm of home cooks
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- Figure 8: Sales of food at home and away from home, November 2019-November 2020
- Figure 9: COVID-19 related changes in food and drink behavior – cook from scratch, July 2020
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- Figure 10: Anticipated 2021 work situation, November 2020
- Unemployment down from 2020 peak, but remains elevated
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- Figure 11: Unemployment and underemployment, January-December 2020
- Figure 12: Financial situation, November 2020
- Food price increases outpace 20-year average
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- Figure 13: Changes in Consumer Food Price Indexes – food at home, 2018 through 2020
- Figure 14: Food/drink statements – economy, November 2020
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- Figure 15: Changes in Consumer Food Price Indexes, by category, 2020
- Figure 16: Word clouds for top topics alongside discussion of “affordable dinner,” January-December 2020
- US population grows older and more diverse
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- Figure 17: Share of population, by age, 2016-26
- Figure 18: Share of population, by race and Hispanic origin, 2016-26
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- Figure 19: Frequency of food behaviors – eat religious compliant foods (eg halal, kosher), July 2020
Market Opportunities
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- Amp up focus on the experience of food
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- Figure 20: Key factors driving consumer behavior around wellbeing, July 2020
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- Figure 21: Mintel Trend Driver Experiences
- Turn classic comfort to novel comfort
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- Figure 22: Top three food launches ranked by purchase intent, January-December 2020
- Figure 23: Top three drink launches ranked by purchase intent, January-December 2020
- Aim at value through more for less
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- Figure 24: Top three food/drink launches featuring the “economy” claim ranked by the attribute “exciting,” January-December 2020
- Figure 25: Top three food/drink launches featuring the “economy” claim ranked by the attribute “premium,” January-December 2020
- Consumers are willing to pay more for keeping it simple
- Take the stress out of food choices
- Help consumers be bold at home
- Answer the call for food ethics and localism
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- Figure 26: Frequency of food behaviors – choose ethical foods (eg organic, fair trade, free-range), December 2019 and July 2020
- Figure 27: Frequency of food behaviors – try to buy locally grown food, December 2019 and July 2020
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- Figure 28: Attitudes toward healthy eating and sustainability, July 2020
Companies and Brands – Key Takeaways
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- Brands find convenience niche through packaging; other avenues exist
- Fastest growing claims aim at environment, health, nutrition
- Interest in protein must be met by a wider array of offerings
- Specialized diets are niche, but their audience is wider
Competitive Strategies
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- Brands use convenient format to convey convenient health
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- Figure 29: Top three food launches ranked by the attribute “convenient,” January-December 2020
- Figure 30: Top three drink launches ranked by the attribute “convenient,” January-December 2020
- Brands refocus on contemporary notions of health, nutrition and environment
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- Figure 31: Food/drink launches, by fastest growing claims, January 2018-December 2020
- Provide the protein for those who are cutting back on meat
- Brands using specialized claims cast wider health net
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- Figure 32: Perception of food/drink launches with keto or paleo claim versus all food/drink launches, January-December 2020
The Consumer – Key Takeaways
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- Vegetables, plants are the real winners in the shift away from meat
- Taste and freshness are non-negotiable, cost and health are differentiators
- Sugar and processed foods are identified as enemies of healthy eating
- Vast majority of shoppers look for items that are easy to prepare and filling
- Food and drink habits aren’t set in stone, brands can edge in
Typical American Diet
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- Meat consumption declining
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- Figure 33: Typical diet, December 2019 and November 2020
- Midwesterners most likely to hold on to their meat-eating ways
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- Figure 34: Typical diet, by region, November 2020
- One in 10 18-34s is vegetarian, pointing to a growing need for plant-based
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- Figure 35: Typical diet, by age, November 2020
Food and Drink Choice Drivers
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- Cost and health can’t replace good taste
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- Figure 36: Food and drink choice drivers, November 2020
- Fun and pleasure are key drivers for young shoppers
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- Figure 37: Food and drink choice drivers, by age, November 2020
- Close to half of adults choose quick-to-prepare food all/most of the time
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- Figure 38: Frequency of food behaviors – choose easy (ie quick to prepare) food, July 2020
Attributes Sought by Occasion
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- Ease of preparation and satiety have strongest draw
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- Figure 39: Attributes sought, by occasions – net* – any occasion, November 2020
- Breakfast and lunch call for similar attributes, dinner is a standout
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- Figure 40: Attributes sought, by occasions – meals, November 2020
- Snacks get progressively more indulgent throughout the day
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- Figure 41: Attributes sought, by occasions – snacks, November 2020
- Close the functional gap between snacks and meals
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- Figure 42: Attributes sought, by occasion nets – meals versus snacks, November 2020
Categories Consumed by Occasion
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- Meat is still most commonly consumed category
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- Figure 43: Food/drink categories consumed, by occasion – net* – any occasion, November 2020
- Grains are present at all meals; walk the health tightrope
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- Figure 44: Food/drink categories consumed, by occasions – meals, November 2020
- Breakfast drinks may find their niche in vegetarians/vegans
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- Figure 45: Food/drink categories consumed – vegetarian/vegan (net), by occasions – meals, November 2020
- Meat still present in flexitarian diets
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- Figure 46: Food/drink categories consumed – flexitarian, by occasions – meals, November 2020
- Breakfast: Eggs struggle with portability
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- Figure 47: Food/drink categories consumed – morning meal, by morning meal attributes of interest, November 2020
- Fruit is a popular snack choice; sugar creeps in as day goes on
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- Figure 48: Food/drink categories consumed, by occasions – snacks, November 2020
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- Figure 49: Top three fruit and fruit snack launches ranked by the attribute “exciting,” January-December 2020
- Figure 50: Perception of fruit and fruit snack launches versus all snack launches, January-December 2020
Food and Drink Exploration
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- Close to one in five adults is always on the lookout for new foods/flavors
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- Figure 51: Frequency of food behaviors – look for new foods/flavors to try, July 2020
- Brands can think about a one-month new trial cycle
Attitudes toward Healthy Eating
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- Consumers need brand guidance to meet health goals . . .
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- Figure 52: Food/drink statements – health, November 2020
- Figure 53: Attitudes toward healthy eating and sustainability, July 2020
- . . . especially those who are struggling financially
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- Figure 54: Food/drink statements – health, by financial situation, November 2020
- Generational divide on health agrees on fruit and veg
- Sugar and processed foods are public enemies number 1 and 2
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- Figure 55: Desired change in diet, November 2020
- COVID-19 reinforced already trending dietary aspirations
- Interest in basic nutritional elements grows amid pandemic
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- Figure 56: Factors important in food choice, December 2019 and July 2020
Impact of COVID-19 on Food and Drink Choices
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- Disruptive times are opportunities for brands
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- Figure 57: Impact of COVID-19 on food/drink choices, November 2020
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- Figure 58: Coronavirus behaviors, April 2020-January 2021
- On-the-go convenience still relevant with expanded purpose
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- Figure 59: Food/drink statements – COVID, November 2020
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- Figure 60: Frequency of food behaviors – eat on-the-go, December 2019 and July 2020
- Brands can help consumers get back on track with goals . . .
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- Figure 61: COVID-19 related changes in food and drink behavior, July 2020
- . . . but it has to taste good
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- Figure 62: Frequency of food behaviors – eat healthily, December 2019 and July 2020
- Figure 63: Attitudes toward healthy eating and sustainability, December 2019 and July 2020
- Convenience will be a strong selling point
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- Figure 64: Word clouds for top topics alongside discussion of “convenient dinner,” January-December 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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