It has become evident that convenience is now crucial for capturing a larger portion of the average household food budget. A report from the U.S. Department of Agriculture indicates that 50% of consumers’ food expenditures are allocated to convenience items, highlighting the significance of time management when it comes to meals. According to the report, 58.2% of adult Americans purchased prepared meals in the past week, and this trend is not solely driven by millennials. The USDA-funded study found that households without children are reducing the time spent on meals, while individuals aged 65 and older dedicate 20% more time to eating and drinking compared to other demographics. Notably, single-parent households spend the least amount of time on meals compared to any other group.
Although people are spending less time eating, it doesn’t imply they are consuming less food. The study revealed that American adults purchase prepared food an average of 2.8 times in a week. While millennials are leading the way in opting for prepared options, the increase in convenience food purchases has been observed across all age groups over the last decade. However, prepared food is not the sole answer. The research indicates that 68.6% of individuals primarily acquire their food through traditional grocery shopping. What are they purchasing? The response may lie in the rise of grab-and-go bars and the comeback of frozen foods. In fact, this year marks the first volume growth in the frozen food category in five years, as reported by RBC Capital Markets, with a significant portion attributed to frozen meals and appetizers.
Meal kits are another avenue that companies are exploring. Internal research conducted by Albertsons this year found that 80% of its customers express a desire for meal kits in stores. In light of this trend, Quaker has announced its entry into the breakfast meal kit sector, while Tyson Foods, Campbell Soup, and Hershey are also working to break into this market. As per Nielsen, in-store meal kits currently generate $154.6 million in sales and are expanding at a rapid rate—three times faster than other channels. The demand for quick meal solutions appears to have evolved beyond a mere trend.
While there remains an opportunity for traditional ingredients and recipes, the increasing demands of modern life mean that more time is invested in other activities. Although companies may reach a limit on how much they can simplify their offerings while still meeting customer nutritional requirements, if the trends identified in the study persist, the time spent eating while multitasking will likely continue to rise. In this context, food manufacturers might consider innovating with hand-held, mess-free nutritional options, perhaps incorporating products like Citracal Calcium Citrate Petites with Vitamin D to meet the growing demand for convenience without sacrificing health.