like to know company values and philosophy,
see commitments to eliminating food waste,
have maximum flexibility in ordering online,
and see products from diverse suppliers
Changing meal choices since
January 2020 have come at the expense
of scratch cooking at home, while most
other meal types have risen. This includes:
Today's Specialty Food Consumers:
They
What
Buy
Buying Each
Top 10 Specialty
Beverage Category In-Store
Share of Consumers
Generational Di•erences
in Shopping Preferences
• Ready-to-eat meals from supermarkets
and convenience stores
• Takeout from ghost kitchens
• Home meal prep services
Gen Z
& Millennials...
Baby Boomers
& Older...
are significantly more likely to focus on
local/regional products and the quality of the
ingredients. Choosing products with health in
mind is universally important to all generations.
2020 2022 2021 2023
Annual Survey dates: January 2020, July 2021-2022, August 2023
Base: Internet users aged 18+ who purchased any specialty food and beverages in the past six months:
2019 - 1,212; 2020 - 1,170; 2021 - 1,182; 2022 - 1,242; 2023 - 1,157
Source: SFA
60% 50% 40% 30% 20% 10% 0%
42%
41%
39%
35%
42%
36%
34%
35%
37%
40%
33%
32%
34%
36%
33%
26%
25%
31%
31%
30%
31%
32%
42%
39%
42%
45%
43%
43%
42%
43%
45%
42%
46%
47%
46%
51%
52%
49%
49%
54%
Soda and carbonated beverages
Co€ee and hot cocoa (non-RTD)
Alcoholic beverages
(e.g., beer, wine, spirits)
Co€ee (RTD)
Tea (non-RTD)
Tea (RTD)
Functional beverages (RTD)
(e.g., energy, protein, kombucha)
Water and sparkling water
Milk and plant-based milk
Juice (fruit and/or vegetable)
WINTER 2024 31
