What’s driving at-home consumption?
Nothing beats the comfort of home. Let’s explore how does this feeling translate to our consumption habits at home in current times.
Most of us behave a little differently at home than when we are outside. It is a place of comfort where we prioritise ourselves. So, does this shift extend to our food and beverage consumption too? Do people eat and drink differently when at home?
The answer is anything but simple and varies widely. Though some core priorities remain the same, some others vary based on varied factors, from whether it is a hurried meal or a laidback dinner. However, comfort of home and nourishing sustenance is intertwined in the minds of people. Most people want to cook, serve, and eat more healthy food at home but this can often be a challenge with busy schedules. Let’s explore the trends into what are consumers prioritising as they try their best to serve up a plate of goodness.
Conscious consumption
A shift accelerated by the pandemic, conscious consumption is here to stay becoming second nature for a sizeable number of consumers globally. And this consciousness goes to new heights for at-home consumption where control is key. The two key areas of focus are healthy eating and sustainable eating, with the idea that what we eat and drink should not only be good for us, but less harmful for the planet too.
Homemade convenience
Home cooking is a way of life for most of the global population, especially among families. And even the youngest of them, Gen Z, is leaning into it. But with busy lifestyles, convenience is key, and every bit helps the home cook in whipping up a homemade meal – be it an everyday staple or indulgent dishes. The ask for products that save time and effort when cooking is real.
This need is driving the growing popularity of meal kits, prepped ingredients, pre-made sauces and bases, and pre-cut vegetables, among others. And with advancements in packaging that include shelf-stable bag-in-box, pouches, and cartons, manufacturers can maintain the nutritional value of these products, combining convenience with health.
Functionality factor
Functional benefits continue to be top of mind in beverages and this extends to at-home routines too. From lemon-ginger drinks and golden milk to kombucha and probiotic dairy, a variety of functional drinks is now a part of everyday diets for many. And manufacturers need to think beyond single serve for such beverages, offering consumers more choice and value for long-term consumption, often for multiple people.
Value matters
In light of the recent price rises across the world, value is being redefined so much so that it is among the top trends of 2023. Affordability and price points remain critical but so does the value a product offers in terms of functionality, nutrition, and sustainability. Rightsizing, an already important consideration, is also vital to meet the varied demands of affordable nutrition, bulk buying and avoiding food waste.
Social media effect
Social media has changed the way we explore the world of cooking. No food seems too foreign after being streamed on our devices for days. With chefs and influencers breaking down recipes into easy steps and followers posting everything from picture-perfect results to epic fails, more people are confident trying out new recipes. And easy availability of global ingredients is fuelling this trend, making it mainstream.
So, if consumers are prioritising a combination of health, sustainability, global flavours, convenience, and value for money for at-home consumption, what is different when they are out and about? Let’s explore the trends in on-the-go consumption in next part of the series. Subscribe to our exclusive bi-weekly newsletter to get the story and other food and beverage insights in your inbox.