A new analysis from the Hartman Group reveals that while 46% of adults report eating meals alone, up from 44% in 2010, many companies are missing the opportunity to market to the eating alone occasion for adults by continuing to market to family occasions and iconic meals of the past.
According to the Hartman Group, what constitutes a "meal" today has transformed from traditional, sit-down "meat and potatoes with the family" into a constantly shifting assortment of snacking and eating alone occasions. Consumers are giving up meal occasions with others or combining eating with other tasks as the need for productivity compels them to move forward.
Rules no longer really apply for eating occasions, especially when it comes to eating alone. Statistics reveal more than half adult-alone eating occasions take place in the home, and marketers need not cede the sourcing for alone occasions to QSR or other foodservice channels. Within food retail, significant opportunities exist to develop single-portion-oriented baked, prepared and refrigerated stations that enable those shoppers assembling meals-for-one to mix and match new tastes and cuisines. Prepared foods sections found in supermarkets can be masterfully constructed for this behavior.
Hartman also notes marketers are missing the opportunity to connect with consumers on these solitary occasions—both with marketing and product innovation. CPG food manufacturers can connect with consumers relevantly by creating new forms of packaging and ingredients that encourage interactivity and a sense of personalization. Trader Joe’s is often praised by consumers for its two-person meal solutions.
Finally, food retailers also should keep in mind that consumers are cooking for themselves, and retailers need to provide them with meal components they need to enjoy the occasion.
