Modern life is busy and while many of us have visions of putting together a multi-course holiday feast, made from scratch, it just isn’t realistic due to time, convenience and budget. To overcome these challenges, more and more consumers are turning to prepared or semi-prepared foods for at least a portion of their holiday meals.
Curious how many consumers are using these shortcuts? How much are they spending? Where are they buying these prepared foods?
Contract Testing recently conducted an extensive survey on holiday meals with over 1,000 participants from across North America.
Here are some of the interesting findings and insights from this survey:
Purchasing prepared or semi-prepared food for the holidays is a growing trend with more than 80% of Canadians and 77% of Americans outsourcing at least part of their holiday meal. Dessert is most commonly purchased prepared or semi-prepared with 31% of Americans and 34% of Canadians choosing to buy their sweet course, followed by appetizers (28%) and main courses (20%). Only 4% of Canadians and 11% of Americans make all portions of their holiday meal from scratch.
Consumers are most likely to purchase prepared or semi-prepared foods at convenient locations with grocery stores being the most popular choice at 45%, followed by big box stores at 40%. Specialty grocery stores are the option of choice for 6% of consumers while just 5% of Americans and 8% of Canadians purchase semi-prepared or prepared items from a restaurant or catering company.
More than 80% of consumers select convenience and time as their main motivation for purchasing prepared of semi-prepared foods as part of their holiday feast. Budget is a key factor for 7% of consumers and 3% simply don’t like cooking!
Price is a key factor in most consumer decisions and this is especially true during the expensive holiday season. Both Canadians and Americans are most likely to spend between $25 – $50 on prepared and semi-prepared foods, followed by $15 – $25 and $50 – $75. Canadians are the big spenders with 13% spending more than $100 versus just 4% of Americans.
It is clear that consumers are looking for easier ways to entertain this holiday season and purchasing prepared and semi-prepared foods is a simple solution.
For questions about this research, or how you can leverage consumer taste buds in your business, contact Andrew Scholes at firstname.lastname@example.org.