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Seasonal Dining Trends - US - January 2018

Seasonal menu items are associated with a positive, treat-based sentiment, which makes them a key focus for foodservice operators. However, with retail maintaining an edge when it comes to seasonal purchases across a variety of categories, foodservice operators need to understand the preferences and demographics of seasonal consumers, while also understanding the emotional undertones that drive their purchases.

This report examines the following issues:

  • Retail maintains an edge for seasonal purchases
  • Majority of consumers learn about seasonal offerings on premise

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Retail maintains an edge for seasonal purchases
            • Figure 1: Seasonal purchase in foodservice versus retail, November 2017
          • Majority of consumers learn about seasonal offerings on premise
            • Figure 2: Seasonal menu item discovery, by age, November 2017
          • The opportunities
            • Instagram, Pinterest, and Snapchat are key social platforms for reaching the seasonal consumer
              • Figure 3: Seasonal consumer demographics and social media behavior, November 2017
            • A seasonal halo
              • Figure 4: Seasonal attitudes, “Seasonal menu items feel like a treat,” November 2017
            • Coffee shops are a key destination for seasonal consumers
              • Figure 5: Restaurant visitation by seasonal diners, November 2017
            • What it means
            • The Market – What You Need to Know

              • RTD coffee beverages focus on seasonal flavors
                • Seasonal menu items create a treat-based appeal, but they also serve as a signal of quality
                  • Retail leads in seasonal salty snack purchases, but can foodservice create its own niche?
                  • Market Perspective

                    • Grocery stores maintain an edge in seasonal snacking, but foodservice operators have a unique set of opportunities
                      • Figure 6: Seasonal purchase in foodservice versus retail, “Salty snacks,” November 2017
                    • Foodservice operators lean into seasonal RTD beverages for retail
                      • Figure 7: Seasonal purchase in foodservice versus retail, “Coffee Beverages,” November 2017
                    • Third wave coffee companies bring a seasonal focus to retail
                        • Figure 8: Purchase intent for RTD coffee and seasonal pumpkin offerings, January 2017 – December 2017
                      • Fruit forward summer flavors meet RTD coffee
                          • Figure 9: Purchase intent for RTD coffee and seasonal fruit-based offerings, January 2017 – December 2017
                      • Market Factors

                        • The seasonal cost
                          • The real food movement and the seasonal impact
                            • Demand can impact traditional seasonality
                            • Key Trends – What You Need to Know

                              • The confluence of seasonality with virality
                                • Determining the perfect seasonal time frame
                                  • Bringing seasonal produce to food deserts
                                  • What’s Working?

                                    • Seasonal trends meet viral food sensations
                                      • Figure 10: Social media analysis of Starbucks’ Christmas Tree Frappuccino and Starbucks’ Zombie Frappuccino
                                    • Simple tweaks can give everyday flavors seasonal appeal
                                      • Tea gets seasonal
                                      • What’s Struggling?

                                        • Managing a seasonal time frame amid competition
                                        • What’s Next?

                                          • Seasonal produce in food deserts
                                            • A seasonal approach to meat
                                              • Figure 11: Social media analysis of Arby’s Elk Sandwich
                                          • The Consumer – What You Need to Know

                                            • The on-premise experience drives seasonal awareness
                                              • The seasonal claim can create comfort around new flavors
                                                • Sweet is the preferred flavor profile across seasons
                                                • A Deeper Look: The Seasonal Consumer

                                                  • Two in five consumers report purchasing seasonal menu items
                                                    • Figure 12: Seasonal Purchases, November 2017
                                                  • Young women are more likely to purchase seasonal menu items
                                                      • Figure 13: Seasonal consumer demographics and social media behavior, November 2017
                                                    • Women that visit fast casuals and coffee shops are more motivated by comforting menu items
                                                      • Figure 14: Seasonal motivators – CHAID – Tree output, November 2017
                                                    • The affordability of seasonal menu items shapes purchase habits
                                                      • Figure 15: Seasonal consumer demographics, by age and income, November 2017
                                                    • Casual dining needs to focus on the 55+ crowd
                                                        • Figure 16: Seasonal consumer restaurant visitation, November 2017
                                                    • Seasonal Preferences of Coffee/Tea Consumers

                                                        • Coffee shops are a key destination for seasonal consumers
                                                          • Figure 17: Restaurant visitation by seasonal diners, November 2017
                                                        • Instagram is a key social channel for attracting a seasonal coffee consumer
                                                          • Figure 18: Seasonal coffee/tea consumer demographics and social media behavior, November 2017
                                                          • Figure 19: Seasonal coffee/tea consumer, seasonal marketing focus, November 2017
                                                          • Figure 20: Total followers and number of engagements for Starbucks on Facebook and Instagram, Oct. 1, 2017 – Dec. 6, 2017
                                                        • Sweet and spicy in the fall and tangy in the summer lead in flavor preferences
                                                            • Figure 21: Seasonal coffee/tea consumer, seasonal beverage flavor preferences, November 2017
                                                        • Retail versus Foodservice

                                                          • Retail maintains an edge in seasonal purchase habits
                                                            • Figure 22: Seasonal purchase in foodservice versus retail, November 2017
                                                          • Younger consumers lean more toward foodservice for baked goods, but still rely on retail
                                                            • Figure 23: Seasonal purchase in foodservice versus retail, seasonal baked goods, by age and gender, November 2017
                                                          • Can soup make a comeback among Millennials?
                                                            • Figure 24: Seasonal purchase in foodservice versus retail, seasonal soup, November 2017
                                                          • Targeting consumers’ mood with seasonal beer
                                                            • Figure 25: Seasonal purchase in foodservice versus retail, seasonal beer, by age and gender, November 2017
                                                        • Reasons for Purchasing Seasonal Dishes

                                                          • Limited time availability is integral for seasonal purchase habits
                                                            • Figure 26: Seasonal motivators, November 2017
                                                          • Men more likely to rely on the seasonal classics
                                                            • Figure 27: Seasonal motivators, by gender, November 2017
                                                            • Figure 28: Seasonal motivators – CHAID – Tree output, November 2017
                                                          • Restaurant segments shape seasonal preferences
                                                            • Figure 29: Seasonal motivators, by restaurant segment, November 2017
                                                        • Seasonal Marketing

                                                          • Restaurant menus lead in driving seasonal menu item awareness
                                                            • Figure 30: Seasonal menu item discovery, November 2017
                                                          • Television commercials can still reach younger consumers, but not necessarily in a traditional format
                                                            • Figure 31: Seasonal menu item discovery, by age, November 2017
                                                            • Figure 32: seasonal menu item discovery by social media, index against all diners, November 2017
                                                        • Seasonal Flavor Beverage Preferences and Associations

                                                          • Seasonal flavor trends lean toward the classics, but there’s room for innovation
                                                            • Figure 33: Seasonal beverage flavor preferences, November 2017
                                                          • Men display an interest in savory beverage profiles
                                                            • Figure 34: Seasonal spring and summer beverage flavor preferences, by gender, November 2017
                                                            • Figure 35: Seasonal fall and winter beverage flavor preferences, by gender, November 2017
                                                          • Millennial flavor preferences are not cut-and-dry
                                                            • Figure 36: Seasonal fall and winter beverage flavor preferences, by older, younger, and non-Millennials, November 2017
                                                            • Figure 37: Seasonal spring and summer beverage flavor preferences, by older, younger, and non-Millennials, November 2017
                                                            • Figure 38: Social media analysis for Tim Horton’s Spicy Buffalo Latte
                                                          • Hispanics lean toward sour flavor influences in the spring/summer
                                                            • Figure 39: Seasonal fall and winter beverage flavor preferences, by Hispanics and non-Hispanics, November 2017
                                                            • Figure 40: Seasonal spring and summer beverage flavor preferences, by Hispanic and non-Hispanic, November 2017
                                                        • Seasonal Attitudes

                                                          • Fall/winter drive seasonal comfort
                                                            • Figure 41: Seasonal dining attitudes, November 2017
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Direct marketing creative
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                    • Terms
                                                                    • Appendix – Rival IQ

                                                                      • Appendix – Infegy Methodology

                                                                          • Theme Definitions:
                                                                          • Appendix – CHAID Analysis

                                                                            • Methodology
                                                                              • Figure 42: Seasonal motivators – CHAID – Table output, November 2017
                                                                              • Figure 43: Seasonal motivators – CHAID – Table output, November 2017

                                                                          Seasonal Dining Trends - US - January 2018

                                                                          US $3,995.00 (Excl.Tax)