US Consumer Approach to Lunch Market Report 2023
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Understand the US lunch consumer in granular detail with this report. Use Mintel’s market research to become more informed and tackle challenges in your industry. This report examines how lunch weighs up against breakfast, the most sought-after lunch foods, key motivators for eating lunch among consumers, and opportunities for food brands to capitalise on trends found. Read on to discover our insights.
Most hold the persisting belief that breakfast is the most important meal of the day. And, as age increases, so does the perceived importance of breakfast as “more important” than lunch. This is interesting because as age decreases, US adults begin to see more value in lunch. Consumers are also more likely to eat lunch on a daily basis, and those aged 19-34 are especially likely to skip breakfast and make a regular habit of lunch. These factors, among others, show that lunch is poised to chip away at breakfast’s lead.
Sandwiches and wraps continue to be the most sought-after lunchtime foods. This reflects an overarching desire for simplicity and convenience in consumers’ lunch routines. Besides sandwiches, for the lunch consumer, foods during weekdays skew healthier options, while the weekend is a time to opt for more hearty choices like pizza.
Mintel’s exclusive research in this report finds that energy and health are key motivators for lunch among consumers, consistent with the perception of lunch as a time to refuel or recharge. But what about to stop and take five? Half of lunch eaters state that lunch is a time to take a personal break or relaxation period. This serves as a reminder to marketers that the emotional context of lunchtime as a meal is at least as important as the physiological benefits.
Currently, almost half of lunch eaters say they eat lunch that was prepared previously. There is an opportunity here for retailers and food brands to increase baskets and market share by encouraging shoppers to be more purposeful about their leftover eating habits. Following the example of turkey and stuffing sandwiches the day after Thanksgiving, marketers and retailers can play into this tendency with recipes and ideas for repurposing dinner entrees into more lunch-friendly meals.
While older adults prioritise narrowly around category must-haves, grocery retailers have a great opportunity to capitalise on young adults’ diverse motivations and interests when it comes to lunch. From energy, indulgence, and gathering with friends, to savoury, comforting, and energising experiences, retailers can create promotions and merchandising to cater to the different moods that define lunch for younger adults.
Find a comprehensive breakdown of consumer lunch trends and opportunities alongside expert analysis in the full report. Or, check out our extensive food market research to find exactly what you’re looking for.
While the research in this report touches on restaurants and foodservice, the main focus is on lunch items purchased or prepared for home consumption. The report covers a number of product launches and brands, such as those that mention “lunch” in branding, and lunch products with plant-based and sustainability claims.
This report, written by John Owen, a leading analyst in the food and retail sector, delivers in-depth commentary and analysis to highlight current consumer lunch trends and add expert context to the numbers.
The key to breaking consumers out of their lunch routines revolves around more than just the food. Marketers have an opportunity to tap into the deeper emotions and motivations that drive the meal.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
*databooks not available with UK B2B Industry reports.
Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.