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1、2025 US F&B trends reportConsumer trends for grocery brands and retailersIntroductionAs we focus on strategy for 2025,how have US grocery shoppers habits and behaviors changed?This report looks at several years of data to answer the question.Its designed to help F&B brands and retailers with their p

2、lanning,providing essential insight for things like positioning and messaging,pricing and promotions,and new product development.The data delves into changing tastes and priorities,category trends,consumption patterns,and purchase drivers.In particular,we look at how data points have fluctuated in t

3、he years post-Covid to understand what trends were influenced by the pandemic,and which ones are here to stay.SampleThe data in this report comes from a survey of 2,000 nationally representative working-age US consumers conducted on the Attest platform in August 2024.It is benchmarked against compar

4、able surveys from 2021,2022 and 2023.Online grocery shopping is on the rebound The pandemic saw the popularity of online grocery shopping spike.In 2021,67.5%of Americans were doing at least some of their shopping online.But whats happened since then?Our data shows there was a big return to stores in

5、 2022,with a lesser 49.4%ordering online.Today,online grocery shopping is trending upwards again,with 62.2%of consumers buying at least part of their groceries online.More specifically,we see a-12.6 percentage point decrease in the number of die-hard in-store shoppers(to 38.0%).This indicates that s

6、ales channels are becoming more diversified.Where US consumers shop for food Extra insightMore than 58%of consumers believe the best grocery deals are offered in-store(an increase of+3.4 pp on last year)a perception retailers should work to change.In store onlyMostly in storeEven split betweenin sto

7、re and onlineMostly onlineOnline only38.0%28.6%25.3%7.0%1.1%Food inflation has slowed down compared to the previous few years but grocery store prices remain high.So what impact is this having on Americans weekly grocery spend?Compared with 2022,we see a+10.8 percentage point increase in the number

8、of consumers spending in excess of$100 on groceries per week(to 57.0%).The lowest spending consumers have been squeezed the most,with the percentage who previously spent$10-$50 per week on food having declined by-8.1 percentage points to 10.8%:this would suggest consumers are no longer able to feed

9、themselves on this amount.Amount US consumers spend on groceries per weekExtra insightThe highest spenders are those aged 35-44:18.8%spend$160-$200 per week on groceries,while 16.3%spend in excess of$200.$10-$50$60-$100$110-$150$160-$200More than$20010.8%32.2%27.6%16.5%12.9%Grocery spend has increas

10、edShoppers are less thriftyConsumers are becoming less inclined to make special efforts to curb their grocery spending.In 2022,46.1%of shoppers were buying cheaper types of food,but in 2024 that figure has declined by-12.4 percentage points(to 33.7%).Likewise,we see a-14.4pp reduction in consumers t

11、rying to buy less food,to 26%.The most popular tactic for reducing spend is to buy cheaper brands but this practice has also declined by-5.4 percentage points(to 44.7%).Consumers are now less likely to make a trip to a cheaper supermarket:down by-6.8pp to 26.6%,suggesting the easing of inflation is

12、making a difference.How US consumers are cutting back on grocery spendExtra insightThe urgency to reduce grocery spend is waning;since last year theres been a-11.3 pp decline in consumers who are very likely to shop around to get the best deals(to 47.3%).Buying cheaper brands44.7%Buying cheaper food

13、s33.7%Shopping atcheaper stores26.6%Buying less food26.0%Walmart continues to grow customer loyalty The last couple of years have seen Walmart consolidate its place as Americas favorite supermarket.Nearly 48%of shoppers say Walmart is the store they shop at the most,which is an increase of+5.9 perce

14、ntage points on 2022.Kroger,which is a distant second at 10.5%,has also seen growth(+2.4pp).Meanwhile,German discounter Aldi,which sits in third place,has registered a decline in committed shoppers.Only 8.0%of consumers say they shop mostly at Aldi(down-1.4pp),which reflects their dwindling motivati

15、on to seek out cheaper groceries.US consumers most shopped at supermarketsExtra insightCostco and Target have also increased loyal shopper numbers(by+2.2pp and+1.5pp respectively)thanks to increased popularity among Gen Z shoppers(aged 18-25).47.9%10.5%8.0%6.8%4.4%2.9%1.7%17.8%Walmart KrogerAldiCost

16、co TargetFoodLionSaveA LotOtherOpportunity for private label has weakened In line with stabilizing food prices,the opportunity for private label brands is starting to decline.While consumers remain overwhelmingly likely to purchase supermarket branded goods(81.1%),the percentage who state they are v

17、ery likely to purchase them has declined by-12.1 percentage points since last year.This finding is in line with data from 2023 which showed that only 34.2%of shoppers would definitely stick with private label brands if price wasnt an issue.This trend means greater opportunity for premium household b

18、rands to win back market share.US consumers likelihood to purchase supermarket private-label brandsExtra insightThe influence of price on product selection has lessened.In 2022,52.0%ranked price their first priority,versus 49.6%today.Meanwhile,the influence of quality/taste has increased.Very likely

19、Somewhat likelyNeither likely nor unlikelySomewhat unlikelyVery unlikely46.3%34.8%13.8%3.5%1.7%Meat-eating is back in vogueThere are signs that veganisms growth is tailing off(and meat-avoidance in general).The percentage of Americans who identified as meat-eaters in 2021 was 63.5%,but today that fi

20、gure has risen to 79.9%.Flexitarianism has also declined by-9.8 percentage points since its peak(to 12.2%).Meanwhile,pure veganism has declined from 4.3%in 2021 to a miniscule 1.8%in 2024.This is reflected in purchasing habits:since 2021,the percentage of consumers who say they purchase plant-based

21、meat has declined by-5.3 percentage points to 14.0%,while plant-based milk has decreased by-2.9pp to 20.9%.How US consumers describe their dietsExtra insightJust over 15%of consumers say theyre trying to reduce their meat consumption but those aged 55+are significantly more likely to have this goal.

22、Meateater79.9%Flexitarian12.2%Vegetarian3.5%Pescatarian2.5%Vegan1.8%Non-drinkers arent embracing no and low optionsOne trend that appears to be here to stay is the sober curious movement.Since 2021,the number of Americans who drink at least once a week has declined by-4.8 percentage points to 28.3%.

23、Drinking is now most likely to be an occasional pastime(47.2%),or eschewed altogether:24.5%of consumers describe themselves as teetotal(an increase of+2.6pp).However,the consumption of low and alcohol-free beers,wines and spirits is failing to keep pace with the trend:13.5%of consumers purchase them

24、,versus 14.6%in 2021.Shoppers aged 55+show the lowest interest in no and low options.How US consumers describe their alcohol consumptionExtra insightGen Z lead the way in the sober stakes:35.8%describe themselves as teetotal versus only 19.6%of those aged 26-34.Teetotal24.5%Drink on the weekend11.7%

25、Drink several times a week10.9%Drink most days5.7%Occasional drinker47.2%Home cooking is trending upSince 2023,theres been a-3.7 percentage point decline in those who rarely eat food cooked from scratch(only 15.1%eat home cooked meals less often than once a week).Theyre now likely to be eating home

26、cooking once or twice a week(22.2%),representing a burgeoning segment of curious cooks.On the whole,Americans are becoming more conscious about what they put on their plates,and only 38.8%admit to regularly eating unhealthy meals.But snacking seems to be more of a problem:a quarter of consumers eat

27、unhealthy snacks daily,while 24.6%eat them three-five times per week(with Gen Z the biggest snackers).How often US consumers eat food cooked from scratchExtra insightMore than 49%of consumers say they are trying to increase their fruit and vegetable consumption,which might be contributing to the gro

28、wth in cooking from scratch.Most days3-5 days per weekOnce or twice a weekLess than once a week32.4%30.3%22.2%15.1%Consumers are less engaged with nutritional information As the Food and Drug Administration considers a requirement to put nutrition info on the front of packaging,our data shows that A

29、mericans are becoming less engaged with the existing labeling.The percentage of consumers who say they rarely check nutritional values has increased by+8.8 percentage points to 33.3%since 2023.Critics argue that consumers struggle to interpret factual labeling stating grams of added sugars or satura

30、ted fat,however 43.2%of shoppers say they do frequently look at this information.How often US grocery shoppers check nutritional valuesExtra insightReducing sugar is a key goal for consumers:46.7%are actively trying to do it,while 37.2%want to reduce salt intake.Voluntary front-of-pack labeling may

31、therefore support sales.AlwaysOftenSomewhat oftenNot very oftenNever17.5%25.7%23.4%21.4%11.9%Interest in immune health has cooled Immune health was a big topic during and post-pandemic,but our data suggests consumers are losing interest in boosting immunity through their diets.Today,only 26.7%of sho

32、ppers are consciously selecting food and drink products that help support immune health thats a decrease of-4.8 percentage points on 2022.With that said,just over 44%of Americans say they would like to get better immune health through food and drink products.However,the most desired health benefit t

33、o be derived from products is better overall wellbeing and energy,selected by 58.3%of respondents(an increase of+9.4pp)Health benefits sought by US grocery shoppers Extra insightDiet products are less in demand.We see a-3pp decline in consumers buying products to support weight loss compared with 20

34、22,but they remain important to 32.5%of shoppers.Overall health53.8%Weight loss/maintenance32.5%Fitness and strength29.0%Immune health26.7%Mental health21.7%Specific health complaints14.2%More consumers desire to buy in-season produceBuying in-season produce is a trend thats seen sustained growth ov

35、er the last few years.In 2021,41.0%said it was something they actively tried to do.That figure rose to 43.1%in 2022,and today,48.4%of Americans are consciously buying in-season goods(an increase of+7.4pp).Buying locally-produced or organic food and drink have seen short term boosts but ultimately re

36、main at 2021 levels.Meanwhile,purchasing trends that have lost traction are buying from environmentally friendly brands(down by-6.3pp likely due to cost pressures),and buying unpackaged goods or refills(down by-8.6pp compared with 2021).US consumers active intentions when grocery shoppingExtra insig

37、htShoppers aged under 35 show significantly higher intent to buy organic food(36.3%)and purchase from green brands(31.4%)than their older counterparts.Buy in-season produceBuy locally-producedfood and drinkBuy organicBuy from environmentallyfriendly brandsBuy unpackedproducts/refills48.4%43.0%29.3%2

38、5.8%14.1%Cost of food is now more important than food safetyTheres been a huge shift in consumers priorities when it comes to what they think are the most pressing issues for the food industry to address.Back in 2021,food safety was top of mind for Americans,but concern about this has dropped by-16.

39、5 percentage points.Meanwhile,concern about the cost of food has shot up by+15.2 percentage points,making it the main issue consumers want tackled.New to the survey this year,food additives come straight in at number three(behind food safety).More than 21%of consumers are actively trying to reduce t

40、heir intake of food additives,hinting its an issue thats likely to grow.Issues of most concern to US grocery shoppers Extra insightWith declining interest in climate change and food waste,obesity is now ranked as a more pressing issue for the food industry to address.Cost of foodFood safetyFood additivesObesityFood wasteClimate changePlastic packagingAnimal welfare38.3%14.4%11.4%10.8%10.4%5.4%4.4%4.3%Need to understand how these trends affect your F&B brand?Speak to a research expert