What’s for Dinner: The New Normal

 

The question “What’s for dinner?” is no longer answered at 5 p.m. It’s often answered earlier—and increasingly with snack foods, meal kits, or convenience store solutions. Consumers’ eating patterns are evolving rapidly due to life stage shifts, remote and hybrid work models, and a growing demand for snackable, ready-to-eat options. According to a new report from Circana, these changes represent a sea change in how Americans eat, offering fresh growth opportunities for food retailers and restaurant operators alike.

“Our research showcases how disruptions in traditional mealtimes are creating opportunities for businesses to rethink their strategies,” said David Portalatin, senior vice president and food industry advisor at Circana. “By addressing these shifts, companies can stay relevant and connected to their audiences while tapping into new moments for growth.”

The Grocerant Guru® Perspective: The Rise of Snackified Meals

According to Steven Johnson, the Grocerant Guru®, “The consumer no longer sees meals as rigid rituals. Instead, they seek flexible eating—centered around portability, portion control, and immediacy. This shift is deeply influenced by demographics, workplace culture, and lifestyle transitions.”

Consider these evolving behaviors:

 

1. Early Breakfast: Rising with the Sun

·       39% of consumers now eat breakfast before 8 a.m., up 5 percentage points since 2020 (Circana).

·       Among Millennials aged 27–43, early breakfasts have grown the most—up 8 percentage points—driven by early work-from-home routines and childcare duties.

·       Gen Z (ages 18–26) often eats breakfast on-the-go or in segments—such as a coffee at 7:30 a.m., followed by yogurt or a bar around 9:00 a.m.

📌 Grocerant Guru® Insight: Retailers should bundle breakfast items such as energy bars, coffee drinks, and high-protein snacks for “dual-phase breakfasters.” Think coffee + protein = power pack.

 

2. Lunch is Losing Favor, Snacks are Stealing Share

·       In 2024, 37% of consumers opted for snacks in place of meals, up from 29% in 2010.

·       Women ages 35–49—often balancing career and caregiving—are the leading demographic choosing snacks over lunch.

·       Multicultural Millennials, especially Hispanic and Asian-American consumers, are driving growth in flavor-forward snack foods like chili-lime nuts, seaweed crisps, and rice crackers.

📌 Grocerant Guru® Insight: “Flavor adventure is key. Snackification needs variety and boldness to replace mealtime satisfaction.”

 

3. Dinner Convenience: Heat-and-Eat is the New Hero

·       Over 44% of households with children under 18 report using a heat-and-eat dinner solution at least three times per week.

·       Single-person households—a fast-growing segment among Boomers and Gen Z—now account for 28% of all heat-and-eat meal sales.

·       Dual-income households are also contributing to the rise in pre-prepared and mix-and-match meal kits, seeking speed and satisfaction without compromising variety.

📌 Grocerant Guru® Insight: “Offer fresh-prepared dinner bundles with proteins, grains, and vegetables in portable packaging—ready in 6 minutes or less.”

 

4. Work Habits Reshaping Food Occasions

·       As of Q1 2025, 40% of white-collar workers follow a hybrid schedule, creating inconsistency in morning and lunch eating behaviors.

·       Despite initial setbacks, office lunch traffic is up 8% YoY in early 2025, driven by corporations encouraging in-office collaboration.

·       Gen X and younger Boomers (ages 45–64) are now the most frequent users of on-premises foodservice during workdays—seeking social engagement and curated food options.

📌 Grocerant Guru® Insight: "This is the moment for food retailers to reclaim relevance for the return-to-office lunch occasion—fresh sandwiches, upscale snacks, or chef-inspired bowls should lead the charge."

 

Market Implications: Rethinking Retail Strategy

“Recognizing these emerging consumption moments will help restaurants and retailers reimagine opportunities across dayparts and tailor offerings to fit evolving consumer preferences for portion size, portability and price points,” added Portalatin.

Grocerant solutions, like modular meal kits, snack bundles, and upscale grab-and-go items, are driving innovation in c-stores and grocery retailers alike. The future isn’t just about meals—it’s about customizable, flexible eating occasions that adapt to real life.

Key Takeaways for Growth-Driven Food Marketers:

·       Target by lifestyle: Heat-and-eat for young families, snack kits for hybrid workers, and portion-controlled variety packs for singles and Boomers.

·       Bundle by behavior: Offer value-priced breakfast-to-lunch packs or dinner kits with dessert add-ons.

·       Activate through data: Use predictive analytics to stock fast-turn snacks and ready-to-eat dinners during peak hours—especially 7–9 a.m., noon–2 p.m., and 4–6 p.m.

Elevate Your Brand with Expert Insights

 

For corporate presentations, regional chain strategies, educational forums, or keynote speaking, Steven Johnson, the Grocerant Guru®, delivers actionable insights that fuel success.

With deep experience in restaurant operations, brand positioning, and strategic consulting, Steven provides valuable takeaways that inspire and drive results.

💡 Visit GrocerantGuru.com or FoodserviceSolutions.US
📞 Call 1-253-759-7869