It appears that consumers are returning to the fundamentals, dedicating more of their time and resources to cooking at home. However, a survey indicated that only 43% of respondents intend to cook more in 2019. How do food manufacturers reconcile this contradiction? By thinking creatively. Today’s consumers prioritize convenience, health, and fresh ingredients, yet one of their biggest challenges is time. In this fast-paced world, time has become a valuable commodity, which has led to the rise of meal kits, online grocery delivery, and ready-to-eat meals. Big Food can also capitalize on this trend, promoting easy one-pot recipes or their own ready-to-eat products as consumers embrace the idea of cooking at home.
Manufacturers are exploring various strategies to tap into the convenience trend, including leveraging the frozen foods category, which has experienced its first positive volume growth in five years. This category aligns well with consumers seeking convenience, with the most significant growth seen in meals and appetizers. Simultaneously, traditional meals are increasingly being replaced by snacks. A 2017 study from The NPD Group revealed that nearly a quarter of all snack consumption (24%) occurs during main meal times. Although this trend is not new, manufacturers can still find opportunities by marketing snacks as mini-meals. For example, they could promote meat snacks paired with vegetables or granola bars made with natural ingredients, enriching these snacks with nutrients and proteins for added convenience and satisfaction.
To leverage the ongoing trend towards homemade meals, Big Food may need to turn to technology for educating customers about their products and how to use them. Both manufacturers and grocers are already making strides in this direction. Tyson has collaborated with Innit, a smart kitchen platform, while Whole Foods has teamed up with the June smart oven. With smartphones becoming ubiquitous in many U.S. households, this presents an ideal opportunity for companies to guide consumers through recipes and foster interaction with their brands. Such engagement is increasingly important as shoppers seek mission-driven brands they can connect with, as well as sustainability practices they feel proud to support.
As consumers explore options like calcium citrate vs calcium phosphate for their dietary needs, understanding the nutritional benefits of various products becomes vital. If Big Food can successfully encourage consumers to embrace their products, they will likely sustain interest not only in their offerings but also in home cooking, which could yield long-term benefits for both parties.