Consumer Eating Trends

1
Consumer Eating Trends

• Eating Trends
• Trends by Mealpart

Prepared by the National Pork Board
2
Trends Affecting Eating Behavior
3
Fewer meals are being prepared in the home vs. a
decade ago...
Number of Main Meals Prepared and Eaten
In-Home Annual Meals Per Capita
699
697
692
687
678
677
677
676
674
667
665
659
'91
'92
'93
'94
'95
'96
'97
'98
'99
'00
'01
'02
Source The NPD Group, Inc., National Eating
Trends, 2002
4
as restaurant visits continue to grow
Number of Meals Purchased from a Commercial
Restaurant Annual
Meals Per Capita
170
169
168
167
164
159
157
156
150
147
145
144
143
The average cost for a restaurant meal is nearly
three times the cost of a homemade meal
(01) 5.60 Prepared at a Restaurant 1.97
Prepared at Home
'90
'91
'92
'93
'94
'95
'96
'97
'98
'99
'00
'01
'02
Source The NPD Group, Inc., CREST, 2002
5
Most meals still come from home
Less than one-quarter of all meals come from a
foodservice operation.
Distribution of All Meals by Where Obtained (Main
Meals and Snacks) (Excludes Skipping)
Foodservice
22
Home
76
Unknown
2
Home includes Prepared and consumed in home,
carried from home and eaten at somebody else's
home. Restaurants include Commercial,
Supermarkets and C-Stores. Non-Commercial
includes Work/School/Vending.
Source The NPD Group, Inc., National Eating
Trends, 2002
6
Foodservice is gaining at a disproportionate rate
versus retail/supermarket sales
Foodservice 423B 49
Retail 434B 51
Foodservice 144B 41
Retail 204B 59
Foodservice 591B 46
Retail 318B 54
1982 348B
2002 857B
1992 591B
Retail sales equivalent
By 2007, foodservice 52 majority share
Source Technomic, 2002
7
The primary role of restaurants in American lives
has been for take-out meals
For the average American, going out to eat has
not increased in over a decade, but take-out meal
usage has stabilized.
Annual Number of Meals Per Person Taken Out From
a Restaurant and Eaten at a Restaurant
121
118
117
117
116
111
110
Take-Out
106
103
99
96
On-Premise
93
92
91
90
95
94
94
93
93
85
90
90
90
90
81
88
88
88
88
88
88
86
86
85
85
75
72
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
'00
'01
'02
Source The NPD Group, Inc., CREST, 2002
8
Consumers are looking for convenience with meals
"Convenience is most important in the foods I
eat"
Percent of Homemakers Agreeing
48
47
47
46
46
44
42
40
40
37
37
36
35
'90
'91
'92
'93
'94
'95
'96
'97
'98
'99
'00
'01
'02
Source The NPD Group, Inc., National Eating
Trends, 2002
9
and in the products they buy.
Convenience Factors Which Have Strong Influence
on Decision to Purchase Food Products Agree
Change Since 1997
11
63
Easy to prepare
10
43
Microwaveable
7
Re-sealable
40
packaging
Easy-to-open
6
24
packaging
6
16
Pre-cooked
Source Yankelovich Monitor, 2001
10
Crunched for time, consumers are using time
management at mealtime
Strategies Used to Make Life More Manageable
Buying large quantities of food so
47
you have to shop less often
40
Eating out more often
Serving more take-out/prepared
30
foods
Cooking on weekend and serving
25
leftovers during week
20
Skipping breakfast
Source Yankelovich Monitor, 2001
11
Fewer are made from scratch
of In-Home Main Meals that Include a Completely
Homemade Dish
45
45
43
43
43
42
42
41
40
39
38
38
38
38
37
36
35
35
'85
'86
'87
'88
'89
'90
'91
'92
'93
'94
'95
'96
'97
'98
'99
'00
'01
'02
Source The NPD Group, Inc. National Eating
Trends, 2002
12
Consumers are checking labels less often
I frequently check labels to determine if the
foods I buy contain anything I am trying to
avoid.
Percent of Homemakers Agreeing (top 2 boxes)
65
64
63
62
62
61
60
59
56
55
55
51
51
'90
'91
'92
'93
'94
'95
'96
'97
'98
'99
'00
'01
'02
Source The NPD Group, Inc., National Eating
Trends, 2002
13
Concern about fat has also fallen
A person should be very cautious in serving
foods with fat.
Percent of Homemakers Who Completely Agree (top
box)
Source The NPD Group, Inc., National Eating
Trends, 2002
14
Consumers less concerned about calories
I am always conscious of the calories in the
meals I serve.
Percent of Homemakers Agreeing (top 2 boxes)
Source The NPD Group, Inc., National Eating
Trends, 2002
15
Other nutritional concerns declining as well
A person should be very cautious in serving food
with ( who completely agree)
Sugar
30
28
24
23
23
21
19
19
19
19
18
18
17
Cholesterol
'90
'91
'92
'93
'94
'95
'96
'97
'98
'99
'00
'01
'02
Caffeine
Salt
Additives
38
37
33
32
32
30
28
25
25
25
24
23
22
Preservatives
'90
'91
'92
'93
'94
'95
'96
'97
'98
'99
'00
'01
'02
Source The NPD Group, Inc., National Eating
Trends, 2002
16
Its all about taste
Usually eat what like and dont worry about
nutritional value of food
Important when choosing food to eat
52
Great Taste 84 High quality 76 Convenient 58
2002
48
1999
Source Yankelovich Monitor, 2002
17
Taste is most important when buying meat
Very Important in Deciding What Meat to Buy (top
box)
Source Maritz Meat Attitude Tracker, 2001
18
Food pleasure and experience
67
Food is an important source of pleasure in my
life I like to try new dishes and food when I go
out to lunch/dinner
74
Source Yankelovich, 2002
19
Ethnic foods offer adventure and bold taste
Change in Those Who Really Enjoy (2001 vs.
1996)
Italian
Plain American
Source Roper Starch, 1996 - 2001
20
Eating Trends by Mealpart BreakfastLunchDinner
21
A majority of people still eat breakfast prepared
at home
Distribution of All Breakfast Meals (Includes
Skipping)
At Home 74
Away From Home 12
Sources The NPD Group, Inc., CREST and National
Eating Trends, 2002
22
Still, three out of four morning meals occur
in-home.
Breakfasts at home are declining
Share of Breakfast Opportunities
78.3
78.2
77.9
77.1
76.3
76.0
74.8
74.7
74.1
72.8
90
91
92
93
94
95
96
97
98
99
'00
'01
'02
Source The NPD Group, Inc., National Eating
Trends, 2002
23
Not surprising, the trend toward on-the-go
breakfasts has accelerated
Percent of All Breakfasts That are Carried From
Home, Eaten in Car, Brought to Work, Bought at
Supermarket or Vending Machine
5.9
5.2
4.4
4.3
4.3
4.2
4.2
3.3
3.2
2.9
90
91
92
93
94
95
96
97
98
99
'00
'01
'02
Sources The NPD Group, Inc., National Eating
Trends, 2002
24
On the run means all these things
Share of Breakfast Opportunities
3.5
3.0
2.5
2.0
Buying at Work
1.5
Carried from Home
1.0
Eating in Car
0.5
0.0
90
91
92
93
94
95
96
97
98
99
'00
'01
'02
Source The NPD Group, Inc., CREST 2002
25
Overall, the top three breakfast items are losing
appeal at home
Percent of In-Home Breakfasts Including Item
44.0
37.5
37.5
37.3
37.2
42.7
37.0
36.8
36.7
36.7
36.5
36.6
36.1
35.9
35.6
39.7
34.8
34.8
38.3
38.3
38.3
38.3
38.0
37.5
33.7
36.9
33.3
33.0
36.1
36.0
35.7
35.3
35.0
34.9
34.2
32.5
Coffee
Ready-To-Eat Cereal
'85
'96
'87
'88
'89
'90
'91
'92
'93
'94
'95
'96
'97
'98
'99
'00
'01
'02
'85
'86
'87
'88
'89
'90
'91
'92
'94
'94
'95
'96
'97
'98
'99
'00
'01
'02
Even hand-held items like bagels and pastries are
losing favor
33.5
33.3
33.3
33.2
33.1
32.4
31.8
31.6
31.5
31.5
31.4
31.1
30.9
30.9
30.4
30.3
30.1
29.9
Fruit Juice
'85
'86
'87
'88
'89
'90
'91
'92
'93
'94
'95
'96
'97
'98
'99
'00
'01
'02
Source The NPD Group, Inc., National Eating
Trends, 2002
26
while the traditional breakfast continues its
comeback
Eggs, sausage and toast all show signs of renewed
interest at breakfast.
Percent of In-Home Breakfasts Including Item
Eggs
Toast
11.9
11.2
10.7
10.4
9.8
15.3
15.1
14.8
14.7
14.8
'98
'99
'00
'01
'02
'98
'99
'00
'01
'02
Bacon
Milk
18.3
4.8
4.7
4.3
4.2
4.1
17.1
16.3
15.9
15.6
3.7
3.1
Sausage
2.6
2.6
2.5
'98
'99
'00
'01
'02
'98
'99
'00
'01
'02
Source The NPD Group, Inc., National Eating
Trends, 2002
27
as well as breakfast sandwiches
Breakfast Sandwich Percent of Restaurant Orders
26.0
Breakfast Sandwich
24.6
22.9
21.1
Percent of In-Home Breakfasts Including Item
20.6
20.6
19.8
2.6
19.5
19.1
18.1
18.1
17.8
17.4
17.1
2.3
'88
'89
'90
'91
'92
'93
'94
'95
'96
'97
'98
'99
'00
'01
2.0
1.7
1.7
1.7
1.7
1.6
1.6
1.6
1.4
1.4
1.3
1.2
1.2
1.2
1.2
1.1
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
'00
'01
'02
Source The NPD Group, Inc., National Eating
Trends, 2002
28
42 of consumers eat lunch prepared at home
Distribution of All Lunch Meals (Includes
Skipping)
42
Prepared In-Home
At Home 45
Take-Home From Restaurants
3
Carried From Home
11
9
At Restaurant
Away From Home 36
On the Run
8
6
At School/Work
2
Guest
2
NR
Skipped
17
Source The NPD Group, Inc., National Eating
Trends, 2002
29
But, the number of in-home lunches and dinners
are decreasing
Many of the same trends are occurring at
lunchtime and suppertime.
Average Number of Dishes Consumed In-Home Per
Eater
4.1
4.0
4.0
Supper
3.9
3.9
3.9
3.9
3.8
3.8
3.8
3.8
3.7
3.7
3.7
3.7
3.7
3.6
3.5
3.4
3.4
3.4
3.3
3.3
3.3
3.2
3.2
3.2
3.2
3.2
3.2
3.1
3.1
3.1
3.1
3.1
3.0
Lunch
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
'00
'01
'02
Source The NPD Group, Inc., National Eating
Trends, 2002
30
Sandwiches are most popular main lunch dishes
served at home
Percent of In-Home Lunches that Include Category
as a Main Dish
39.3
Sandwiches
19.1
Carbonated Soft Drinks
16.1
Milk
15.1
Fruit
13.3
Vegetables
12.2
Soup
11.7
Salty Snacks
11.1
Tea
8.5
Salads
6.8
Potatoes
Source The NPD Group, Inc., National Eating
Trends, 2002
31
Over time, the in-home lunch meal has not changed
all that much
Carbonated soft drinks and salty snacks have
become more important at in-home lunches.
Top 10 In-Home Lunch Dishes Based on Percent of
In-Home Lunches Including Item
1987 1. Sandwich 2. Milk 3. Vegetables 4.
Fruit 5. Tea 6. Carb Soft Drinks 7. Soup 8.
Salads 9. Salty Snacks 10. Coffee
2002 1. Sandwich 2. Carb Soft Drinks 3. Milk 4.
Fruit 5. Vegetables 6. Soup 7. Salty Snacks 8.
Tea 9. Salads 10. Potatoes
1997 1. Sandwich 2. Carb Soft Drinks 3. Milk 4.
Fruit 5. Vegetables 6. Soup 7. Tea 8. Salty
Snacks 9. Salads 10. Fruit Drinks
1992 1. Sandwich 2. Milk 3. Carb Soft Drinks 4.
Fruit 5. Vegetables 6. Soup 7. Tea 8. Salty
Snacks 9. Salads 10. Potatoes
Source The NPD Group, Inc., National Eating
Trends, 2002
32
Theres just nothing like the old stand-bys
Some sandwiches remain as popular as ever.
Percent of In-Home Lunches that Include Sandwiches
8
7
Ham
6
5
Poultry
4
Salad
3
2
1
0
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
'00
'01
'02
Such as Ham Salad, Chicken Salad, Egg Salad,
Tuna Salad, etc.
Source The NPD Group, Inc., National Eating
Trends, 2002
33
Eating out for lunch appears to have peaked for
now
Annual Number of Lunches Eaten at a Commercial
Restaurant
72
72
70
70
69
67
67
66
63
62
61
61
61
60
60
60
59
59
58
The 90s were a great time for restaurants!
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
'00
'01
'02
Source The NPD Group, Inc., CREST, 2002
34
Of all meals, dinner is the most often prepared
at home
Distribution of All Supper Meals (Includes
Skipping)
Female Prepares
51
13
Male Prepares
At Home 75
1
Kids Prepare
Others Prepare
1
9
Take-Home From Restaurants
At Restaurant
9
Away From Home 18
Guest
4
5
On the Run
NR
2
5
Skipped
Source The NPD Group, Inc., National Eating
Trends, 2002
35
The number of dishes served at in-home meals
continues to decline
This trend affects nearly every other aspect of
the supper meal appliance usage, portion sizes,
fresh products, etc.
Number of Dishes Served at a "Prepared In-Home"
Supper Meal
4.1
4.0
4.0
3.9
3.9
3.9
3.9
3.8
3.8
3.8
3.8
3.7
3.7
3.7
3.7
3.7
3.6
3.5
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
'00
'01
'02
Source The NPD Group, Inc., National Eating
Trends, 2002
36
Since fewer dishes are being made, fewer
appliances are being turned on
Percent of Suppers Using More Than One Cooking
Appliance
38
38
38
37
36
36
36
35
33
33
33
31
30
29
27
26
23
23
Cooking appliances are Stove Top, Oven,
Microwave, Toaster, Toaster Oven, Broiler, Grill,
BBQ, Blender, Mixer, Coffee Maker, Crockpot, Deep
Fryer, Pressure Cooker, Hot Plate, Electric Fry
Pan.
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
'00
'01
'02
Source The NPD Group, Inc., National Eating
Trends, 2002
37
Were less likely to even have pots and pans in
our homes than ten years ago
American households are also less likely to own
cake pans, pie tins, bread pans, cookie sheets,
broiler pans, roaster pans and many other
cookware items.
Percent of Households with Item On-Hand
99.1
98.6
Frying Pan
Sauce Pan
97.1
96.0
94.5
94.0
93.4
91.2
93
96
99
'02
Source The NPD Group, Inc., Kitchen Audit, 2002
38
But over time, the in-home dinner meal has not
changed all that much
Main dishes served in-home at suppertime are
changing slowly.
Top 10 Main Dishes Served In-Home at Suppertime
In 1992
In 2002
1. Spaghetti 5.3 2. Steak 4.7 3. Pizza
4.7 4. Soup 4.4 5. Burger 3.3 6. Baked
Chicken 3.3 7. Pork Chops 3.2 8. Fish
(excl. Tuna) 2.9 9. Frozen Entrée 2.4 10.
Turkey 2.1
1. Spaghetti 5.0 2. Pizza 4.8 3. Steak
4.4 4. Soup 4.3 5. Baked Chicken 3.5
6. Frozen Entrée 3.4 7. Pork Chops 2.8
8. Burger 2.8 9. Fish (excl. Tuna) 2.5 10.
Fried Chicken 1.8
Number beside food indicates percent of suppers
including item
Source The NPD Group, Inc., National Eating
Trends, 2002
39
Most homemakers make something using a recipe at
least once a month
Most use recipes for main dishes.
of Households by stated recipe usage
Not in the Past
Year
9
Once Every 7-12
Once a Week
Months
38
8
Once Every 2-6
Months
18
Once a Month
27
Source The NPD Group, Inc., Kitchen Audit, 2002
40
One out of every four main dishes served at
suppertime is frozen or ready-to-eat
Within the next five years, ready-to-eat and
frozen main dishes will replace homemade main
dishes at suppertime!
Percent of In-Home Supper Meals Where Main Dish
is
Frozen
15.4
14.8
14.8
13.7
13.4
12.6
12.6
12.4
12.3
12.1
Ready-To-Eat
11.3
10.5
10.2
10.2
9.8
9.7
9.6
9.4
9.2
9.1
93
94
95
96
97
98
99
'00
'01
'02
Source The NPD Group, Inc., National Eating
Trends, 2002
41
Beef and chicken are the top meats in the
refrigerator/freezer
of Households with Item on Hand
83
Beef
83
Chicken
65
Hot Dogs
59
Fresh Pork
54
Bacon (Pork only)
46
Breakfast Sausage
32
Turkey
27
Ham
Includes pork, beef, chicken and turkey hot
dogs.
Source The NPD Group, Inc., Kitchen Audit, 2002
42
Like lunch meals, restaurant usage for supper
meals appears to have peaked for now
Annual Number of Supper Meals Purchased at a
Restaurant Per Person
72
72
71
70
70
69
67
66
64
62
62
61
61
61
60
59
56
55
54
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
'00
'01
'02
Source The NPD Group, Inc., CREST, 2002
43

Research Methodologies
44
Methodologies

• Yankelovich Monitor
• Monitors attitudes, values and behaviors
• Annual study since 1971
• 2,500 in-home, in-person interviews
• Nationally representative, 16
• Roper Starch
• Monitors attitudes, behaviors and shopping habits
• Annual study
• 2,500 consumer surveys
• Nationally representative

45
Methodologies cont.

• Maritz Meat Attitude Tracker
• National Pork Board primary research
• Tracks consumer attitudes, perceptions, and usage
  of pork, beef and chicken
• Annually since 1987
• The NPD Group, Inc., National Eating Trends
• National Eating Trends Panel
• 2000 Households, 5000 Individuals
• Report all Foods and beverages prepared/consumed
  in-home by all family members during a 2-week
  period via written diary
• Data collected continuously throughout the year

46
Methodologies cont.

• The NPD Group, Inc., Kitchen Audit
• First audit in 1993, repeated in 1996 and 1999
• Provides an up-to-date inventory of kitchen
  appliances, bakeware/cookware, utensils, food and
  ingredient items found in American households
• Point of Decision
• Proprietary study of National Pork Board
• Offers new insights into meatcase shopping
  behavior through an
  observational analysis and intercept survey. 
• More than 300 consumers were observed in three
  geographically dispersed markets among several
  stores per market. Baseline food norm data was
  furnished by Meyers Research based on a
  three-year composite of shopping observations for
  other food categories.