Studies are tracking shifting trends in in shopping and spending that is resulting from the rise of a new generation of consumers who embrace different values and lifestyles. These are intersecting with the exploding digital landscape.
As consumers take advantage of ready-to-eat foods and meal solution offerings from grocery stores, quick-serve restaurants, food delivery and take away, shoppers are increasing eating out by actually eating in.
Recently released was the ninth edition of The Why? Behind the Buy, a report by Acosta Sales & Marketing. It found among other things, the concept of “grocerants” — grocery stores acting as restaurants — is on the rise. Contrary to some reports, eating at home is not passé. Rather, it has evolved to meet the needs of busier lifestyles, more sophisticated palates and consumers who have become accustomed to immediate gratification.
Millennials are most likely to use prepared foods for meal solutions, but overall:
- 77% of total U.S. shoppers reported eating out in the past month.
- 66% brought home prepared foods
- 65% bought food at a restaurant drive through
- 64% ordered food from a restaurant for pick-up/carryout
So, who’s still cooking at home? Most people, most of the time.
Beyond grocerants, research shows that technology use for grocery shopping is catching up to other retail shopping as more consumers, across generations, incorporate digital along their path to purchase. Among the top digital tactics are printing coupons online before shopping (30% of shoppers), loading coupons onto shopper cards from a website (26% of shoppers) and viewing a store’s digital circular (26% of shoppers).