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March 12, 2007

Food for thought

There’s a banquet of data available—in newspapers, magazines and online—about what people do, buy and think. I like to keep an eye on these trends because I believe they provide insights into consumers’ attitudes and behaviors—and those consumers include your employees.

For example, there are a number of studies recently about people’s eating habits. Here’s just a sampling—the first few are serious, and the others are just for fun (This data is for American consumers; similar studies are often conducted on people in other countries):

People are taking shorter and shorter lunch breaks. The average lunch “hour” is now only 25 minutes, and, although 75% of Americans have lunch, many eat at their desks as often as three times a week, according to data from HR Daily Advisor. (In addition, full-time workers buy food service lunches 1.8 times a week, says the National Restaurant Association.)

Implication: It’s no surprise that people are pressed for time, but they’re not even breaking for lunch, which means lunchtime events may not be a good idea.

Half of American consumers’ food budget goes to meals purchased outside of home—either in restaurants or as “grab-and-go” take out meals. The newest trend? Less expensive food in smaller, snackable portions, such as McDonald’s “Snack Wrap” sandwiches. The fastest growing segment? Coffee.

Implication: We like our communication like we like our food—cheap, fast, easily digestible. (And caffeinated.)

A food category that’s on the rise is “functional food and beverages”—foods and drinks that have positive health benefits beyond nutrition. In fact, according to MarketResearch.com, sales are projected to grow by 56%, to 38.8 billon, by 2011. Functional products are either “inherently healthy” like oatmeal, “fortified” like orange juice with plant sterols, or “designer” like soy protein bars. And although Baby Boomers led the way, younger demographic groups are fueling future growth.

Implication: We’re getting more demanding. Stuff has to be good for us, as well as good.

And two nutrition-free facts, with no implications:

Bon appetit!

Posted by Alison Davis at March 12, 2007 05:39 PM


Comments

This really hits home. I've been saying that an hour just isn't long enough for lunch. My co-workers thought that was an odd statement. I'm exactly who you're writing about in this blog. I don't like to stand in lines or drive through traffic just to get a meal that I have to hurry and eat then drive back to the office. How much time is actually spent eating? I also end up sitting at my desk with a cup of coffee or a small "snack" type lunch...while working or doing research. I think that there are probably a lot of folks who function this way. It boils down to the stress of waiting in lines and being on a clock. Those two things destroy the quality of a meal altogether. -O

Posted by: Oran Parker at March 26, 2007 09:24 AM