Economic Concerns Shaping How Consumers Shop, Cook, And Dine
The Food Marketing Institute (FMI) examines the shopping, cooking, and dining habits of U.S. consumers, noting that higher food and fuel costs are causing consumers to cook more at home and dine out less frequently. In addition, consumers are making fewer purchases of luxury foods, more purchases of store brand items, and eating leftovers more often.
Higher fuel and food costs are impacting consumer shopping, cooking, and diet habits. Among the most prevalent changes noted in this study:
- 71% are cooking at home more often and eating at restaurants less often
- 67% are buying fewer luxury foods
- 60% are buying more store brand items
- 58% are eating more leftovers
Consumers are eating their main meals in restaurants 1.2 times per week, down from 1.3 in 2007 and 1.5 in 2006. Similarly, rising fuel costs are contributing to a decline in the number of shopping trips taken, which averages fewer than 2 times per week, for two years in a row.
Consumers consider eating at home to be healthier; consumer confidence in the safety of foods bought at supermarkets rose from an 18-year low of 66% to 81% in the 2008 survey. Specifically, 93% agree with the statement, “I trust that the fresh produce my grocery store sells is safe.” Nearly as many agree with the same statement about canned and boxed foods (92%) and meat, poultry, and fish (90%). Consumer confidence in the safety of restaurant food also increased from 43% in 2007 to 65% in 2008.
Consumers continue to be concerned with the nutritional content of foods, with 88% indicating some level of concern. 62% believe their diets could be healthier and those most likely to say their diet needs significant improvement include:
- Baby Boomers (68%)
- Shoppers earning $75,000-$100,000 (70%)
- Consumers age 25-39 (69%)
- Parents with older children (69%)
When evaluating nutrition, shoppers most often focus on fat, calories, whole grains, salt, sugar, and cholesterol, as indicated on the nutritional label.
Eight in ten (82%) stores feature natural or organic foods and nearly 60% of stores feature store-brand organic foods.
The percentage of shoppers exhibiting specific conservation-type behavior at least some of the time includes:
- Use high-efficiency, energy-saving light bulbs (70%)
- Recycle cans (70%)
- Buy locally grown products (68%)
- Recycle plastic (62%)
- Recycle paper (62%)
- Use environmentally friendly cleaning products (53%).