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US The Food and Drink Shopper Market Report

Key points included

  • 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

Covered in this report

This report examines consumer attitudes and behaviors toward shopping for food and drink and toward retail locations that sell food and drink for off-premise consumption in the US market.


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.

Expert analysis from a specialist in the field

Written by John Owen, a leading analyst in the Food and Drink sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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

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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

                                                              About the report

                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                              • The Consumer

                                                                What They Want. Why They Want It.

                                                              • The Competitors

                                                                Who’s Winning. How To Stay Ahead.

                                                              • The Market

                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                              • The Innovations

                                                                New Ideas. New Products. New Potential.

                                                              • The Opportunities

                                                                Where The White Space Is. How To Make It Yours.

                                                              • The Trends

                                                                What’s Shaping Demand – Today And Tomorrow.

                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                              Description