Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Pandemic brings major realignment in food and drink spending
- Impact of COVID-19 on How America Eats
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on how America eats, February 2021
- Opportunities and Challenges
- Younger adults more flexible about meals and snacking
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- Figure 2: Meal and snack daypart frequency, by age, October 2020
- Positioning snacks as part of a healthy diet more likely to resonate with young adults
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- Figure 3: Meal/snack motivations by daypart – healthfulness, by age, October 2020
- Home cooking could stay elevated after the pandemic
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- Figure 4: Pandemic-driven changes in behavior, October 2020
The Market – Key Takeaways
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- Pandemic brings major realignment in food and drink spending
- Concern about virus continues to impact lifestyle, shopping behavior
- Declining cooking enthusiasm both a threat and opportunity for grocery retailers
- Most consumers working at home expect to stay away from office in 2021
Market Overview
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- Pandemic brings major realignment in food and drink spending
- In-home food
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- Figure 5: Total US retail sales and forecast of in-home food, at current prices, 2015-25
- Non-alcoholic beverages
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- Figure 6: Total US retail sales and forecast of non-alcoholic beverages, at current prices, 2015-25
- Dining out
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- Figure 7: Total US retail sales and forecast of dining out, at current prices, 2015-25
Market Factors
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- Overarching concern about virus exposure and lifestyle impact
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- Figure 8: Coronavirus exposure and lifestyle disruption concerns – any worried, March 2020-February 2021
- Desire to limit time in-store alters food and drink shopping habits
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- Figure 9: Coronavirus lifestyle changes – online shopping, April-October 2020
- Comfort with in-store shopping, dining out slips as cases rise
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- Figure 10: Comfort level with restaurant/bar patronage – very or somewhat comfortable, July-November 2020
- Declining cooking enthusiasm both a threat and opportunity for grocery retailers
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- Figure 11: Enthusiasm for cooking, 2018-20
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- Figure 12: Reasons for cooking, 2018-20
- Most consumers working at home expect to stay away from office in 2021
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- Figure 13: Anticipated 2021 work situation, November 2020
- Unemployment down from 2020 peak, but remains elevated
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- Figure 14: Unemployment and underemployment, January-December 2020
- Figure 15: Financial situation, November 2020
Market Opportunities
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- Home cooking surge may last, but not without a little encouragement
- Beyond easy, make it an experience
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- Figure 16: Mintel Trend Driver Experiences
- Marketing snacks by daypart
- Shifting snack motivations as inspiration for product innovation
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- Figure 17: Good Source Foods daypart-specific snacks
- A fresh take on the snack aisle
Companies and Brands – Key Takeaways
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- Giving home cooks a head start
- Meeting shoppers where they are in terms of home meal prep
Competitive Strategies
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- Giving home cooks a head start
- Skillet meals
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- Figure 18: Albertsons Savory Skillets in-store display
- Meats ready for the finishing touches
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- Figure 19: Verde farms pre-cooked beef products
- Value-added veggies
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- Figure 20: Value-added vegetable products
- Meeting shoppers where they are in terms of home meal prep
- Offering meal-prep choice
- Bringing meal planning and shopping together though entertainment
The Consumer – Key Takeaways
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- Traditional supermarkets lead among a wide range of options
- Traditional meals remain the norm, but snacking occurs throughout the day
- Meal and snack motivations shift throughout the day
- A preference for using fresh foods at mealtime, especially dinner
- Convenience will drive continued online shopping among younger consumers
Food and Drink Purchase Locations
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- Traditional supermarkets lead among a wide range of options
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- Figure 21: Food and drink purchase locations, October 2020
- Younger shoppers tap into wider array of retail channels
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- Figure 22: Food and drink purchase locations, by age, October 2020
Meal and Snack Daypart Frequency
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- Traditional meals remain the norm, but snacking occurs throughout the day
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- Figure 23: Meal and snack daypart frequency, October 2020
- Younger adults more flexible about meals and snacking
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- Figure 24: Meal and snack daypart frequency, by age, October 2020
Meal and Snack Motivations by Daypart
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- Meal and snack motivations shift throughout the day
- Three squares: health remains a key motivation for regular meals
- Snacks mix function with indulgence
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- Figure 25: Meal/snack motivations by daypart, October 2020
- Positioning snacks as part of a healthy diet more likely to resonate with young adults
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- Figure 26: Meal/snack motivations by daypart – healthfulness, by age, October 2020
Preparation Methods by Daypart
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- A preference for using fresh foods at mealtime, especially dinner
- Shelf-stable the most common choice for snacks
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- Figure 27: Preparation methods by daypart, October 2020
- Younger consumers more likely to turn to foodservice for meals
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- Figure 28: Preparation methods by daypart – any meal, by age, October 2020
- For younger adults, more ways to make a snack
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- Figure 29: Preparation methods by daypart – any snack, by age, October 2020
Pandemic-driven Changes in Behavior
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- Cooking from scratch, meal planning get boost during the pandemic
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- Figure 30: Pandemic-driven changes in behavior, by age, October 2020
- Convenience will drive continued online shopping among younger consumers
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- Figure 31: Pandemic-driven changes in behavior, by age, October 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
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