Changes in US Eating Habits

Latest research from ACNielsen's US Consumer Pre*View service, released during the annual Food Marketing Institute Convention, shows that consumers are planning to cut back on restaurant dining, sentiment towards American made grocery products is declining and ethnic shoppers in the States are embracing healthy eating.

In the latest survey, conducted among more than 21,000 households in March and April 2002, 36% of respondents said they are planning to dine out less often - up from 27% in the last survey, which was conducted in December 2001 and January 2002. Driving up the overall figure were households who reported being better off or the same financially as they were a year ago.

Nick Sorvillo, senior vice president, ACNielsen Homescan, commented 'It's noteworthy that even though the economy has improved since our first survey, more people are planning to scale back on eating out. And now a significant number of the people who are most likely to dine out, those who are doing well, are saying they, too, plan to cut back on restaurant dinners. Now is the time for consumer packaged goods (CPG) marketers to show consumers what they have to offer in the way of foods that are easy to prepare at home and meet or exceed the quality standards consumers expect from restaurants.'

Asked about the frequency with which they have been eating dinner at home with their families in the past six months, the youngest households (those aged 18-34) were most likely to answer 'more often.' According to Phil Lempert, an expert on consumer and marketing trends, 'We are seeing a new generation of people who enjoy making and eating meals at home. It's something of a backlash against the eat-on-the-run baby boomers.'

One diminishing opportunity is consumer sentiment toward buying American-made grocery products. In the first survey, conducted in December 2001 and January 2002, more than one-third of households said they were more likely to buy such products than they were a year ago, likely the result of a rising sense of patriotism following the events of September 11th. The more recent survey found only 21 percent expressing such sentiment.

Consumer Pre*View found that more African-Americans than whites (31% vs. 25%) reported eating healthier in the past six months than last year. It also found more African-Americans than whites (81% vs. 65%) are planning to eat healthier in the next six months. According to ACNielsen's Nick Sorvillo, greater public awareness of health concerns that are unique to African-Americans, such as an increased risk for diabetes, may be responsible. 'The companies who recognize this opportunity and make a commitment to understanding and serving the unique healthy food needs of African-American consumers are highly likely to meet with success.'

Consumer Pre*View has two components. The first links changes in the Consumer Sentiment Index as measured by the University of Michigan to changes in consumer purchasing as measured by the ACNielsen Homescan consumer panel. The service was the first to measure the impact that changes in consumer sentiment have on CPG purchasing. The second component consists of quarterly attitudinal surveys designed to help marketers communicate their messages most effectively in light of the anticipated consumer spending changes.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.