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Description

Description

"While food and drink shoppers still view cooking at home from scratch as the standard for health, freshness and taste, they have an ever-widening array of shopping options to choose from for fresh meals. For food and drink retailers, the challenge and opportunity is to make cooking and eating fresh a little easier."
- John Owen, Associate Director Food & Retail

This report looks at the following areas:

  • Younger shoppers look beyond traditional supermarkets
  • Older shoppers more likely to shop from a list, read labels
  • Shoppers report cooking from scratch more often and dining out less frequently

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Key takeaways
          • The issues
            • Younger shoppers look beyond traditional supermarkets
              • Figure 1: Food and drink purchase locations, by age, August 2019
            • Older shoppers more likely to shop from a list, read labels
              • Figure 2: Grocery shopping behaviors, by age, August 2019
            • Shoppers report cooking from scratch more often and dining out less frequently
              • Figure 3: Meal type frequency, August 2019
            • The opportunities
              • Young adults likely to turn to more convenient meal options
                • Figure 4: Meal type frequency – Ordering meals for pickup or delivery and eating freshly prepared foods from a grocery store, by age, August 2019
              • Opportunity to reinforce a generally positive attitude toward grocery shopping
                • Figure 5: Attitudes toward food and drink shopping, August 2019
              • Younger shoppers less likely to plan, more open to ideas as they shop
                • Figure 6: Attitudes toward food and drink shopping, by age, August 2019
            • The Market – What You Need to Know

              • Groceries generate only modest sales growth
                • Supermarkets still lead food and drink sales but are losing share
                  • Freshness a top priority for health-focused grocery shoppers
                  • Market Perspective

                    • Groceries generate only modest sales growth
                      • Figure 7: Multi-outlet sales and fan chart forecast of groceries, at current prices, 2013-23
                    • Supermarkets still lead food and drink sales but are losing share
                      • Figure 8: Multi-outlet share of food and drink, by channel, 2013-23
                    • For supermarkets, grocery sales are concentrated in food and drink
                      • Figure 9: Category share of groceries in supermarkets, 2013-18
                    • Foodservice continues to gain on grocery
                      • Figure 10: Share of food expenditures for in-home food vs dining out, 2013-18
                  • Market Factors

                    • Freshness a top priority for health-focused grocery shoppers
                      • Figure 11: Health attributes sought, May 2018
                    • Cooking “unenthusiasm” is on the rise
                      • Figure 12: Share of cooking segments, 2016-2018
                  • Key Players – What You Need to Know

                    • Supermarkets put extra emphasis on prepared foods and foodservice
                      • Meal kits continue to move in-store
                      • What’s Happening

                        • Supermarkets put extra emphasis on prepared foods and foodservice
                          • Meal kits continue to move in-store
                            • More variety
                              • Easier preparation options
                              • What to Watch

                                • Making recipes more shoppable
                                  • Food and drink channels continue to blur
                                  • The Consumer – What You Need to Know

                                    • Younger shoppers look beyond traditional supermarkets
                                      • Older shoppers more likely to shop from a list, read labels
                                        • Consumers report cooking from scratch more often and dining out less frequently
                                          • Cooking from scratch considered healthy and fresh
                                            • Young adults are purposeful snackers but more spontaneous shoppers
                                              • Opportunity to reinforce a generally positive attitude toward grocery shopping
                                                • Younger shoppers less likely to plan, more open to ideas as they shop
                                                • Food and Drink Purchase Locations

                                                  • Supermarkets remain top choice in an increasingly competitive field
                                                    • Figure 13: Food and drink purchase locations, August 2019
                                                  • Younger shoppers look beyond traditional supermarkets
                                                    • Figure 14: Food and drink purchase locations, by age, August 2019
                                                • Grocery Shopping Behaviors

                                                  • Older shoppers more likely to shop from a list, read labels
                                                    • Figure 15: Grocery shopping behaviors, by age, August 2019
                                                • Changes in Meal Type Frequency

                                                  • Consumers report cooking from scratch at home more often…
                                                    • …and dining out less frequently
                                                      • Figure 16: Meal type frequency, August 2019
                                                    • Young adults especially likely to report cooking at home more…
                                                      • Figure 17: Meal type frequency – Cooking at home from scratch, by age, August 2019
                                                    • …but also to turn to more convenient meal options
                                                      • Figure 18: Meal type frequency – ordering meals for pickup or delivery and eating freshly prepared foods from a grocery store, by age, August 2019
                                                  • Correspondence Analysis – Attribute Associations for Different Meal Types

                                                    • Cooking from scratch considered healthy and fresh
                                                      • Figure 19: Correspondence analysis – symmetrical map – food and drink priorities for different meal types, September 2019
                                                      • Figure 20: Food and drink priorities for different meal types, September 2019
                                                    • Methodology
                                                      • Home cooking sets the standard, especially among older adults
                                                        • Figure 21: Attribute associations for different types of meals – cooking at home from scratch, by age, August 2019
                                                      • For younger adults, prepared foods align with home cooking
                                                        • Figure 22: Attribute associations for different types of meals – eating freshly prepared foods from a grocery store, by age, August 2019
                                                    • Meal and Snack Behaviors

                                                      • More purposeful snacking creates opportunities for grocery retailers
                                                        • Figure 23: Meal and snack behaviors, August 2019
                                                      • Young adults are purposeful snackers but more spontaneous shoppers
                                                        • Figure 24: Meal and snack behaviors, by age, August 2019
                                                    • Attitudes toward Food and Drink Shopping

                                                      • Opportunity to reinforce a generally positive attitude toward grocery shopping
                                                        • Figure 25: Attitudes toward food and drink shopping, August 2019
                                                      • Younger shoppers less likely to plan, more open to ideas as they shop
                                                        • Figure 26: Attitudes toward food and drink shopping, by age, August 2019
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Consumer survey data
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                              • Terms

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