If we can respond effectively – by finally moving beyond the “product provider” role to become our shoppers’ go-to meal solution provider – we have the potential to build not just sales but strong customer relationships that can turn the tide on a 25-year erosion in the industry’s share of consumer food dollars.
To be successful, such a strategy must start with a clear understanding of how consumers experience mealtime in the 21st century. The Coca-Cola Retailing Research Council of North America chose to partner with The NPD Group on this project because nobody knows more about how Americans eat and drink. They have been tracking the eating and drinking behavior of consumers every day for the past 30 years. The insights presented in this report are drawn from a number of The NPD Group databases, reports, and surveys includings Eating Patterns in America, Dinnertime MealScape 2009, A Look into the Future of Eating, the Cooking Skills and Habits Survey, National Eating Trends, Snacktrack, and a custom study conducted for the Council. The custom study surveyed 2,000 households about the challenges consumers face around preparing dinner.