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Retail data science company 84.51°, has released data collected over a two-year period that explores whether consumers lack the mental energy to address food. The study is broken down by generation of consumers, providing tactical insights for brand marketers.
Some key takeaways from the research include:
- The overall trend shows an increasing sense of "not enough mental energy" to plan and prepare meals, particularly for Generation Z.
- Millennials showed high fluctuations, with older millennials with a low of 8% in Q4 2022 before peaking at 21% in Q1 2023. Younger millennials exhibited even more dramatic changes, with a high of 26% in Q1 2022 and a low of 7% in Q4 2022. This could be due to life transitions.
- Baby boomers reported low difficulties in finding enough mental energy to address food, ranging from 5% to 7% over the observed periods. This demographic likely has stable routines and preferences.
- Gen Z is more likely to purchase food items that require minimal preparation, such as snacks like crackers and popcorn, and less likely to purchase seafood, eggs and ground beef. Highly convenient, healthy ready-to-eat options or easy-to-prepare meal kits are likely to resonate.
For more details, read the study here.
