What is Comfort Food During a Pandemic

The simple fact is consumer working or not have found something to keep them busy even during the current pandemic. So, it’s watching the news to see if their city or state is staying safe, others it’s watching TV to watch what Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® calls elevated political dysfunction.  While others are looking for work, or taking care of family, friends, and staying away from COVAD –19. So, Who is saying what?

Millennials Born 1981 to 1996, and now aged 23 to 38. This “prove it” generation accounts for about 24% of the population. Older millennials are in prime career and family/child-rearing life stage, which means they are most in need of convenient ways to put dinner on the table. When it comes to food, they: 

1.       Are meticulous in their quest for all the facts before buying, and so research more than any other generation.

2.       Highly value clean label.

3.       Have the highest expectations around food out of all generations.

Gen Xers. Born 1965 to 1980, and now aged 39-54, this group accounts for about 20 percent of the population. This “middle generation,” sandwiched between Boomers and Millennials, is more educated and more ethnically diverse than Boomers. Most are still in the throes of balancing careers with kids. When it comes to food, they:

1.       Prefer comfort foods, familiar favorites.

2.       Value a touch of safe adventures. 

3.       Crave authenticity.

Baby Boomers. Born 1946 to 1964, and now aged 55 to 73, this aging generation accounts for about 23 percent of the population. They once led the use of limited service restaurants, now they are moving toward eating more meals at home. When it comes to purchasing foods for at-home meals they:

1.       Gravitate toward wholesome/healthier ingredients; a top factor for Boomers when making purchasing decisions. 

2.       Value label transparency.

3.       Review and consider the full list of ingredients before buying.

Let’s look at some additional facts:

 1.      11% of consumers say convenience is most important in products they eat, up from just 7% in 2013, according to The NPD Group. 

2.       53% of all eating occasions include a desire to avoid spending the time and energy it takes to cook, according to The Hartman Group. 

3.       80% of meals eaten at home are sourced from the pantry or the freezer, according to The NPD Group. 

4.       44% of consumers say they are deliberately trying to avoid artificial color/dyes in their daily diet, according to The Hartman Group

5.       91% of U.S. consumers believe food and beverage options with recognizable ingredients are healthier, according to Innova.

Here is what the team at Foodservice Solutions® after looking at all of the evidence has found. Comfort food today is more likely for all age groups to be found at a Fast Food Restaurant, than at a Grocery store. Grocery stores are still trying to make fresh food into a CPG product.  Consumers know the difference.  No matter what consumers say they want to eat or want in their food in the way of a ‘better for you’ product; PRICE, FRESHNESS, and PORTABILITY trump cooking from home from scratch.

Foodservice Solutions® specializes in outsourced business development. We can help you identify, quantify and qualify additional food retail segment opportunities or a new menu product segment and brand and menu integration strategy.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter