GUIDING TRENDS (CONT.) Guiding Trend 1 - Chop Chop


Today’s consumers are increasingly seeking solutions that make home meal preparation as quick and easy as possible. The demand for efficiency in the kitchen is driven by busy schedules and a desire to simplify daily routines without sacrificing taste. Utilizing pre-made meals or partially prepared components allows consumers to enjoy delicious meals with minimal effort.


"Now in 2024, 50% of consumers' last at-home meals involved at least some pre-made elements, compared to 38% of consumers preparing a meal fully from scratch. Nearly 1 in 5 of consumers' last meals at home (19%) relied heavily on prepared or pre-made foods, which is very similar to pre-pandemic behavior."


-Datassential's America in Transition Keynote Report, 2024 These options take the hassle out of cooking, turning complex recipes into straightforward assembly tasks.


"Many people think of convenient foods as something being done for them - buying already-made entrees from the deli. Although that is what people want sometimes - it's also important to remember to meet the consumers at every level they are. Whether it's a component of a meal made convenient or if it's already complete, there is a reason for both. The idea of assemble-at--home kits in the deli; but, also even the bakery, where someone wants to do cookie decorating with their family but doesn't have the time to cook the cookies beforehand."


-Jonna Parker, Vice President, Fresh Foods Group at Circana


Ready-to-eat or partially prepared foods have become the go-to choice for many, as consumers prefer assembling meals using pre-cooked proteins, pre-washed veggies, or meal kits that provide all the necessary components. Convenience is key, with people wanting to spend less time prepping and cooking and more time enjoying their meals. Time-saving options such as microwavable dishes or one-pan recipes are highly valued for their ability to streamline the process.


"Consumer kitchen equipment trends also point toward quick-cooking and convenience, as usage of appliances like microwaves and air fryers are up since 2021 - with 72% of consumers having used a microwave in the last week in 2024 (compared to 64% in 2021) and 41% reporting using an air fryer (a jump from 24% in 2021).


Younger generations are driving the air fryer usage, with 46% of Gen Z and 44% of Millennials having used one in the past week (compared to 33% of Boomers). Boomers do stand out for usage of other convenience-driven appliances, as they are the most likely to have used a single-use/pod coffee maker in the past week with 26% doing so vs. only 16% of Gen Z.”


-Datassential's America in Transition Keynote Report, 2024


While saving time is important, consumers are unwilling to compromise on flavor or quality. Products that balance convenience with great taste resonate strongly in today’s market, offering practical yet satisfying solutions for hectic lifestyles. By focusing on efficiency and convenience, brands can meet the growing demand for meal options that deliver both simplicity and flavor.


"Earlier this year we asked consumers how many days a week they have trouble deciding what to make for dinner and 78% of them said at least 1 day a week, while 1 in 10 said they had trouble every single day of the week. We've seen the head of households on social media saying they are tired of having to decide what to cook for their family every day, we've seen consumers who are going back to the office again saying they are strapped for time when it comes to preparing a meal, we've seen apps that are designed to choose what to make for dinner or where to go out to eat in order to make the decision easier. There is even a meme going around that reads, 'Who knew the hardest part of being an adult is figuring out what to cook for dinner every single night for the rest of your life?' There's a clear opportunity here to create more convenient meals and options that take the stress out of having to decide what to make. Can you do a 'Stress-Free Mondays' promotion where you take that decision off the consumers' mind for that day and offer up an entire meal? Can pre-made meals and ready-to- eat foods be the initial idea or thought-starter for what a consumer might make for dinner?"


-Mike Kostyo, Vice President of Menu Matters


WHAT’S IN STORE | 2025


© 2025 International Dairy Deli Bakery Association


Guiding Trends


2


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