Consumer habits and preferences are always evolving. A combination of changing values and technology means that consumers are going to make different choices, and the key to remaining successful, whether you are a CPG manufacturer or a retailer, is to keep up with these changes and give the consumers what they want.
Acosta, a sales and marketing agency that specializes in the CPG industry, does periodic research on their own to ensure they are providing their clients with the most up-to-date information possible. Their most recent Hot Topic Report, a series that highlights current trends, focused on big changes that are happening in consumer eating habits across all generations. The findings were interesting, to say the least. While the actual changes in shopping and eating habits varied from generation to generation, there has undoubtedly been a shift in how and what people are eating.
Among the most significant discoveries was that people are increasingly buying ready-to-eat or take-and-bake meals from grocery stores and pairing them with something they make at home for what the report calls a “Hybrid Homemade Meal”. Diving deeper, Millennials, those born in the late ’80s into the late ’90s, take this approach more often, although all generational cohorts have taken to these types of meals.
Another interesting finding had to do with the different ways people approach their meals. While all generations prefer eating at home, their eating habits are quite different. Millennials take greater joy in cooking than the Silent generation, those born in the ’30s and ’40s. Millennials and the Gen-Xers that preceded them eat more frequently, but in smaller portions, while older generations stick more closely to the traditional three meals a day. Older generations, such as the Baby Boomers and the Silent generation, tend to plan out their meals more, which definitely affects shopping habits. Those who plan out their meals shop less frequently, but by in larger quantity than those who don’t plan as much.
Another big change that has been seen across generations is the focus on eating healthy. As more information about the benefits of a healthy diet becomes available, people are trying to shop healthy and eat healthy. This is valuable information, and lets both suppliers and retailers know that they should be focusing on offering a greater variety of healthier choices, ranging from fruits and vegetables to whole grain products and organic meats. If you don’t keep up with changing consumer preferences, you will end up behind.
Learning Evolution is proud to have Acosta as a reseller partner for our CMA-certified Category Management Training Library. They embody the need for knowledge and insight that we strive for every day. Acosta’s research and expertise, combined with our training, can help any CPG company succeed in their channels. We look forward to continuing this partnership, and breaking new ground in category marketing and the shopper sciences.
To request access to Acosta’s Hot Topic Reports, click HERE. And remember, it’s Learning… Evolved!™