Millennials’ desire to personalize their food has led them to prefer preparing their dinners at home.
A new generational study from The NPD Group has revealed that dinner is the one meal that exemplifies the differences between generations, as each generation seems to have unique motivations, needs and wants when it comes to dinner.
Millennials, who are all about personalization and wanting to add their own touch, want more control and involvement in the foods and meals they eat. Because of this need, they have shifted some of their dinner occasions from away-from-home to in-home. They see dinner as an experience and believe that playing a part in the cooking process equates to “cooking from scratch.” The often forgotten Gen Xers plan dinner meals around the family and calendar. Conversely, boomers, many of whom are empty nesters or are facing health conditions, are shifting some of their dinner occasions from in-home to restaurants, according to NPD’s A Generational Study: The Evolution of Eating.
As for what’s actually cooking for dinner, Millennials have been incorporating more side dishes into their dinners over the last decade, a gain that has been offset by boomers decreasing their side dishes. Homemade cooking has stabilized after decades of decline due to the increased interest in cooking among young adults. Center of plate proteins have rebounded among kids, teens and young adults while older adults are consuming less.
“A counterintuitive shift is taking place when it comes to eating behaviors that defies traditional aging patterns, and the dinner meal is an example of this shift,” said David Portalatin, vice president, industry analysis, The NPD Group. “Millennials and boomers answer the ‘what’s for dinner’ question differently. An understanding of the motivations and needs that drive each group’s answer to the dinner question will assist manufacturers and retailers in meeting their needs today and inform the future.”