‘Snackification’ of mealtimes growing in popularity
CHICAGO — Circana’s annual report on “Eating Patterns in America” reveals consumers are switching up where, when and what they eat in response to changes in their daily lives.
The Chicago-based market research company said 86% of eating occasions are sourced from home. People also are eating breakfast earlier, and snacking away from home is becoming more popular, the report found.
Emerging trends in eating patterns are “really driven by the disruption of our daily routines,” said David Portalatin, senior vice president and industry adviser, food and foodservice, Circana. He said because of shifting home and work habits, lunch in the restaurant industry is permanently disrupted and has been 15% lower than it was in 2019.
“People pack their days with meetings, and then they look up and it’s 2:30 and they say, ‘What are we going to do about lunch?’ and dinner is at 6:30,” Portalatin said.
Snacks are more often filling the gaps left by foregone meals, he added, with some snacking happening in mid-morning, some in the afternoon and some at night.
“Two things that we’ve seen steadily increase over the years are the consumption of snack items during mealtimes — and sometimes in replacement of a main meal — and the increase of time between mealtimes,” he said. “It’s the ‘snackification’ of our mealtimes.”
In response, consumer packaged goods companies increasingly are developing foods and beverages offering the convenience, ingredients and value consumers want.
“For CPG companies, it’s thinking about crafting eating flexibility for consumers in three ways: price points, portion control and portability,” Portalatin said.
The trends are especially evident among younger people who have more flexibility, he said.
“They throw a collection of items in their backpack, maybe string cheese snacks, salty snacks for satiety, a bottle of water or juice for pleasure, and just have a snack and save some for later,” he said. “In any case, (the items) are packaged to go where the consumer goes.”
The 86% of eating occasions being sourced at home is up about 3 percentage points from pre-pandemic years, according to Portalatin. The eating trend is part of the overall shift in consumer behaviors that includes more people working at home and investing more time and effort in their kitchens.
“That doesn’t mean we’re all going to become Michelin Star chefs,” he said, adding, “We’re seeing more heat-and-eat options and more meals thrown into an Instant Pot.
“As a food manufacturer, if you can bring that kind of architecture to the home from items in the pantry or the refrigerator, those are the kinds of things consumers are looking for. We still want culinary exploration, and we still want to try global cuisine, so manufacturers are still developing items in response.”
As CPG companies continue to innovate, consumers continue to want to experiment by trying new products, Portalatin said. This trend is unlikely to wane, especially if new products are overlain with functional aspects and offered so that budget-conscious consumers perceive value.
“The consumer is under pressure right now,” he said. “It’s the cumulative effect of inflation and debt causing people to rationalize their spend across categories. They’re focusing in on the value equation and not just the cheapest item.”
