Real American Eating Habits

From VANEEpedia

Old habits die hard, especially when it comes to food. The most popular sandwich to eat at home in the US is the Ham Sandwich, according to the NPD group. And it’s been that way for 28 years.

Despite the prevalence of new food trends in cooking shows, connoisseur magazines and restaurant specials, Americans consistently prefer the same products presented in new ways. What consumers appear to be doing often differs from their actual eating habits, according to industry expert Harry Balzer.

Watch what they do, not what they say

Vice President of the NPD group, a leading market research company, Balzer has been tracking the eating and drinking patterns of Americans for nearly 30 years. Known as a consistent source on actual consumer eating habits- not just what they say they do, but what they actually do- Balzer’s research is used by 90 percent of the nation’s food and beverage manufacturers and restaurant operators.

At the International Foodservice Distributors Association conference July 12th in Ft. Myers, Fl., Balzer addressed how consumers are reacting to the changing economy.

“The #1 answer people give to how they will change their behavior to the tightening economy is ‘I will go out to eat less and make more meals at home’,” he said. “Although people are sharing meals and sometimes avoiding dessert and beverages, they are still going out to eat. You have to pay attention to what people actually do, not what they say they do. Because that is where the money is.”

Consumers consistently desire old products presented in new ways. He used the lucrative McDonald’s chicken snack wrap as an example. “They took a very American and simple product - fried chicken - and wrapped it in an equally-familiar tortilla. Then they gave it a new name. All of a sudden they had a great new product that generated a lot of excitement. It was the repackaging and renaming of two very familiar items that made it a hit.”

New Versions of The Same Thing

So the challenge for brokers and operators is to determine what customers eat most and to develop new versions of these, which can include new flavors, new added benefits or even new packaging. This can be done easily and cost-effectively, by adding fanciful names and locally-grown ingredients to transform products that are already in the pantry, for example. By working with operators to expand their selling power, sales agents can help operators survive the rocky economic climate while securing their future business.

Prioritize Consumers' Priorities

When developing menus and products, operators, sales agents and manufacturers must ultimately prioritize the consumers’ priorities. Balzer pinpointed these as a desire to see new versions of familiar products, habits, convenience, and cost. “The driving force in the long run is ‘can you make my life easier?’” Balzer said in an interview with FoodNavigator-USA.com. “And I always say that if you ever forget that, then you’re forgetting why you’re doing business.”