According to Peapod’s third annual meal forecasting survey 77% said they would rather eat a homemade meal than go out for dinner, with 59% of millennials prioritizing cooking more meals in 2019. The top reason for cooking at home rather than dining is the cost savings of preparing your own meal, according to 77% of respondents. And 51% said they eat at home to be healthier. Family time was the third benefit seen with 41% saying cooking at home offers more quality time at home with family, with millennials showing the most interest (48%).
Lightbulb Moment: Eating at home is swinging back around and we are also seeing the numbers rising in grocery shopping. Make no mistake, this behavior signals that consumers are anxious and uneasy so watch for other signals of consumers pulling back and look for ways to make them feel grounded to earn trust.