Time-starved, health-conscious Americans are a market opportunity for all-natural prepackaged meal helpers

Time-starved, health-conscious Americans are a market opportunity for all-natural prepackaged meal helpers

A convergence of trends presents a huge opportunity for organic convenience foods.

Americans are cooking at home more often. According to a 2012 Harris poll, 71 percent of consumers cooked at home more than they did in 2011 in order to save money.

But it’s not just about money ‒ it’s also about health.

Americans, and parents in particular, are reacting to the news about the obesity epidemic in our country with more home-cooked meals using fresh ingredients.

According to a recent top ten food trends report by the Institute of Food Technologists, three-quarters of adults (74 percent) believe that “home-made” or “house-made” foods are healthier; and nine out of ten (87 percent) think “fresh” foods are healthier.

Our EcoPulse™ 2013 survey found that Americans want REAL food, particularly foods with natural or organic content. But we’re still time-strapped.

In fact, while 52 percent of American meal preparers said they made last night’s meal from scratch, almost one-quarter (22 percent) used pre-packaged foods requiring little additional preparation.

According to the IFT food trends report, Millennials are particularly more likely to use these “meal helpers” (27 percent).

There’s a huge opportunity for “all-natural” (no artificial flavors/preservatives) and organic pre-packaged meal helpers that can help increasingly health-conscious, time-starved Americans quickly cook healthy meals at home that they can feel good about.

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Posted on

July 24, 2013

About the Author

Becky Lohr

Becky is Associate Research Director, responsible for overseeing the data collection and statistical analysis of all custom primary research for clients and proprietary in-house research projects. She’s a great shot with a bow.

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