According to new research from Mintel, among the 78% of Americans who are vitamin users, a third (34%) have increased their usage since the start of the COVID-19 pandemic, including nearly half (47%) of Millennials. In line with consumers overall, Millennials say supporting their overall physical health (66%) and immune system (62%) are the top two reasons for VMS use. However, Millennials (43%) prioritize VMS use to support their mental well-being more than consumers overall (34%).

The survey-based report out of Purdue University’s Center for Food Demand Analysis and Sustainability assesses food spending, consumer satisfaction and values, support of agricultural and food policies, and trust in information sources. Purdue experts conducted and evaluated the survey, which included 1,200 consumers across the US.

Gen Z consumers are trend creators who define what markets should be provide. They welcome positive engagement with companies and seek new experiences.

Whether you pour it, spread it, slice it or spoon it—plant-based dairy options are making inroads in consumer kitchens. Retail 2021 data from the Good Food Institute and SPINS showed plant-based milk category sales at $2.6 billion alone with one- and three-year growth figures of 4% and 33% respectively. Moreover, plant-based milks enjoyed a 16% share of market two years ago and 42% share of household penetration.

Breakfast items like cereals, omelets, and hash browns have become popular as snacks. Meeting this trend from the other direction, such comfort and enjoyment, coupled with convenience and variety, are increasingly repositioning snacks as replacements for meals. 

Last year saw The NPD Group, Chicago, share two consumer insight studies with implications for prepared meals and entrees. In its June “Future of Dinner” report, NPD said at-home dinner consumption still remains higher than pre-pandemic levels.

Per the Innova Database of new products, snack bar new product introductions (cereal and energy bars) grew more than 6% while cold cereal launches expanded by more than 2% during the first 11 months of 2022 versus the same period in 2021. Hot cereal launches declined by around 10% during the same period.

The drop in total online grocery sales was entirely driven by Ship-to-Home sales, which declined 15% to $1.3 billion. Pickup posted the strongest gains, increasing almost 3% on a year-over-year basis to 4.1 billion, while Delivery grew less than 1%, holding steady around $3.0 billion. Collectively, the three segments captured just over 12% of total grocery spending in the month, slightly higher than a year ago and likely buoyed by strong overall grocery spending by US households. Excluding Ship-to-Home, the share of spending attributed to Pickup and Delivery was more than 10%.

This new report leverages IRI’s -- now Circana --  latest point-of-sale data, which reveals that at-home food and beverage inflation was up 13.2% in Q4 2022 versus Q4 2021. While consumption levels are continuing to soften, at-home food spend remains strong, with center store sales up 11.1% and perimeter sales up 6.3% in Q4 2022.

While 85% of consumers say rising inflation has had an impact on the way they shop overall, there are areas in which they are not willing to compromise. Today’s brands are being pushed to be different, accessible, and to seem premium and/or customized—all while driving cost savings for their own operations.