Consumers’ relationships with their kitchens will continue to evolve in 2015

Consumers’ relationships with their kitchens will continue to evolve in 2015 as millennials look for more involvement in their food preparation, multicultural influences grow and “fresh” foods and meals become must-haves, according to Darren Seifer, food and beverage industry analyst for The NPD Group, a Port Washington, N.Y.-based information company. That reality means retailers will have to evolve, too, when it comes to own-brand food and beverage offerings.

“The fundamental habits of in-home food and beverage consumption are among the most stable consumer behaviors, but food manufacturers and retailers shouldn’t take that to mean things aren’t changing,” Seifer said. “In fact, our tracking and forecasts revealed accelerated behaviors and activities among certain groups in the last economic recession. Given these changes, it will be important to understand and incorporate these shifts in consumer attitudes and behaviors into long-term strategic marketing and sales plans.”

Seifer pointed to several specific shifts in eating behaviors for 2015, including: 

• The changing face of convenience. Frozen dinners and entrees for many years provided the perfect solution for consumers looking to eat a complete meal without the preparation time or kitchen cleanup. But there’s rising evidence that consumers are shifting the meaning of convenience to include an element of freshness. NPD expects to see consumers use fresh ingredients in their foods in greater numbers; at the same time, they still will be seeking ways to create these meals quickly. Appliances such as slow cookers, rice cookers and pod coffeemakers are helping consumers achieve the goal of having a fresh item in their home without sacrificing its integrity.
• Sharing the prize with consumers. As consumers opt for more freshness, they have opportunities to make their foods in their own unique ways. For example, millennials are interested in being “sensibly involved” with their food and beverage preparation. They enjoy the time-saving factor food companies provide, but at the same time they want to finish a dish with their own flavorings. This behavior was shaped by difficult economic times that forced younger adults, who have historically visited restaurants for their meals, to become familiar — or even comfortable — with their kitchens much sooner than would be expected. For example, at breakfast time, millennials consume cold cereal less often compared to other generations when they were that age, and they choose eggs and fresh pancakes more often.
• Multicultural: more than Hispanic. According to the U.S. Census, there are more than 50 million Hispanics in the United States, and this is one of the fastest-growing population groups. Hispanics have had and will continue to have an enduring influence on the way consumers shop for food, eat and dine out. NPD already has seen mainstream movements in consumption that have roots in Hispanic culture. Among these are a strong emphasis on fresh ingredients, heartier breakfasts and bold seasonings when preparing in-home meals. And Hispanics’ influence will continue — about 60 percent of U.S. Hispanics are within Generation X or younger demographics, meaning this quickly growing group will shape younger generations and a generation yet to be born. And while not as large as the Hispanic population, Asians are the fastest-growing racial/ethnic group in the United States. The U.S. Census estimates there are about 20 million Asians in the United States, and NPD is already seeing their influence on how Americans eat. It’s hard to turn a corner in any major city without seeing a Thai, Chinese, Japanese or Asian fusion restaurant, but these foods typically have been reserved for away-from-home dining experiences. But NPD's Kitchen Audit reveals there is an Asian influence on how consumers spice and flavor their foods in the home as well.