Vypr, a leading product intelligence platform, has revealed changing consumer habits around cooking and meal preparation as part of its latest ‘Food for Thought’ eBook series. The series examines consumer intent and behaviours across various topics, including dairy, protein and consumption. In the newest eBook, Vypr asked a nationally representative panel how their behaviour has changed due to the cost of living. The eBook also highlights what trends are shaping the food and beverage industry.
Consumers have been changing their meal plans, with 39% planning in advance or batch cooking. The cost of living crisis has had an impact, with 23% cutting back on food portions and 21% substituting ingredients. Rising energy prices are affecting the way that consumers look at preparing their food. Consumers are preparing more meals by scratch with the wider adoption of air fryers and slow cookers. 54% stated they were doing this to save money. However, 38% said they used pre-made sauces and prepped vegetables for convenience.
The use of pre-cut ingredients
Consumers are split on the benefits of pre-cut ingredients such as carrots, onions and greens. 50% said that they liked the convenience and presentation of pre-cut ingredients. 18% commented that it was a waste of money, lazy and impacted the environment due to excess packaging. 32% said pre-cut ingredients were great when they only needed small portions, lived independently or when the time was of the essence.
Changing ingredients was another area where consumers had taken an interest. 52% said they had started switching alternative brands to save money due to the cost of living crisis. This was a combination of dropping from branded items to supermarkets’ labels or discounter ranges. 19% stated they’d switched out many of them already. Brands must pay attention to retaining consumer loyalty, particularly as consumers enjoy own-brand labels. Value ranges are no longer perceived as cheap quality like they may have been. Nearly 70% of consumers perceive these products positively, and only 8% feel negative about them.
Convenience wins over
While cooking at home has seen a rise in interest among consumers. The extra preparation comes at a price – convenience. The ready meal market has grown both in terms of brands but also diversity of products. Consumers have voted with their feet, with 78% buying prepared meals. Of these, 26% said they ate ready meals frequently, and 53% said occasionally. Around 68% of consumers also bought supermarket dine-in meals such as Dinner for Two or Family Meal Deals. In addition, 70% said they purchased pre-packed meal products such as ready meals to save time, with 30% saying they tasted nice. Around a quarter (26%) said it was the variety available. Only 20% said it was due to saving money.
The meal kit market
Consumers also opt to buy meal kits to help them prepare fresh food. 42% of the sample said they purchase meal kits through subscriptions such as Hello Fresh and Mindful Chef. However, the ongoing cost of a subscription, and the regular price, have put off consumers. With 15% saying they only bought them when on a trial and 12% only when discounted. Less than 10% stated they bought meal kits monthly.
Ben Davies, founder of Vypr, comments: “Consumer behaviour is changing rapidly, mainly driven by the cost of living impact on food prices and energy costs. However, convenience plays a major role in terms of preparing meals. We also see consumers accept value products as being on a par with major brands. This is something that brands will need to take note of to ensure brand loyalty and retention.”
He adds: “Our approach to consumer insight helps brands and product owners to make informed decisions in a dynamic marketplace. Ultimately, speeding up product development and leading with an agile response to consumer demand.”
