It appears that consumers are returning to the fundamentals and are eager to invest more of their time and money in their kitchens. However, a recent survey indicated that only 43% of respondents plan to cook more in 2019. How do food manufacturers reconcile this contradiction? By thinking creatively. Consumers prioritize convenience, health, and fresh ingredients, but one of their most significant challenges is time. In today’s fast-paced environment, time has become a valuable commodity, prompting an increase in meal kits, online grocery deliveries, and ready-to-eat meals.
Big Food can also leverage this trend, capitalizing on consumers’ readiness to use their ovens by promoting simple one-pot recipes or their own ready-to-eat offerings. Manufacturers are also tapping into the convenience trend through the frozen food sector, which experienced its first positive volume growth in five years this year. This category is particularly well-suited for consumers focused on convenience, with the largest 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. While this trend is not new, manufacturers could still seize the opportunity to market snacks as mini-meals—like meat snacks paired with vegetables and granola bars made with natural ingredients—by enhancing their nutritional value and protein content to make them both convenient and satisfying.
As the trend towards more homemade meals continues, Big Food may find it necessary to rely on technology to inform consumers about their products and how to use them. Companies like Tyson have partnered with Innit, a smart kitchen platform, and Whole Foods has teamed up with the June smart oven. With smart technology that can be controlled via smartphones becoming commonplace in many U.S. households, this presents an excellent opportunity for companies to guide consumers through recipes and engage them with their brands. This kind of engagement is increasingly important as shoppers seek out mission-driven brands that align with their values, sustainability practices they support, and ways to express themselves through food.
If Big Food can persuade consumers to embrace their products, they stand a good chance of maintaining interest not only in their offerings but also in cooking at home. This could yield long-term benefits for both the companies and the consumers.
In this context, it’s also worth noting that consumers often seek health benefits from their food choices, such as asking, “Can you take calcium citrate at night?” This question reflects a broader trend where individuals are becoming more health-conscious and are eager to incorporate beneficial supplements into their routines. By addressing such inquiries, food manufacturers can further engage with consumers, helping them make informed choices that enhance their culinary experiences.