I got this in an email today, referencing a study from NPD Group:
STUDY: Convenience Trumps Health in Eating Habits GMA/FPA SmartBrief | 10/29/2007
More Americans are eating takeout for lunch and dinner and using less fresh foods in the meals they prepare at home, according to a report by NPD Group. According to the author of the report, convenience is driving the majority of Americans’ eating habits.
I’d love to get my hands on this survey, because the statement above is more intriguing than informative (maybe they planned it that way). I don’t think there has ever been any doubt that “convenience is driving the majority of Americans’ eating habits,” but what most marketers really need to know is:
- Convenience being equal (bag of sliced apples vs. bag of potato chips), how are Americans’ eating habits changing - or are they changing?
- How are some of the new healthier AND more convenient foods impacting choice?
- How, if at all, is the composition of those takeout meals changing … and if so, what is driving the change? Is it drivers of the decision that are changing, or is it availability of new healthy products? How about the choice of an apple as a side item at Panera? (Thumbs up!)
- What are some of the “fresh foods” that are being used less often in meals prepared at home being replaced by? If it’s frozen vegetables and fruits, that would be a more or less equally healthy, while more convenient choice. If it’s canned mac and cheese, that’s a different story.
Inquiring minds want … need … to know! Kudos to NPD for doing the study. If you are selling to the wellness public, you may want to check out a copy.
- Jennifer Silverberg, www.thewellnessadvisory.com, www.landmarkconsulting.com