It’s a fast-paced world out there. Americans are now spending less time cooking, and the demand for simple meal solutions is giving new meaning to the term “meals on wheels.” Consumers are looking for products that are convenient, easy to prepare, and portable—especially those age 18-33, who are more likely than older generations to prioritize foods that can be eaten on the go.
But we’re not talking about TV dinners and fast food. Today’s consumers want convenience products that are not only fresh, healthy, and portable, but tasty, natural, and nutritious. The concept transcends categories and is showing up in everything from baby food to baking mixes. According to data from Mintel, 43% of U.S. adults have now purchased prepared or made-to-order products from a store and agree that it helps them save time. The trend is particularly important for breakfast products, where microwavable cups are seeing 29% growth in conventional retail outlets and 30% of consumers still want more convenient options in the category.
In response, stores are now dedicating a larger footprint to this new generation of convenience foods, offering ready-to-drink beverages, prepared take-and-bake meals, grab-and-go cups with quick, nutritious meals, and fresh snack packs for an on-the-go pick-me-up.
Now, if someone can just find a way to save the time it takes to exercise…