November 11, 2024 – Innova Market Insights examines and analyzes consumer insights in the US and Canada by looking at lifestyle, consumer attitudes, and consumer behaviors that include healthy living, actions toward sustainability, shopping, cooking, eating, socializing, and relationships with digital technology. Consumer trends research conducted annually focus on consumer lifestyles and attitudes, health and nutrition, flavors, foodservice and grocery shopping, snacking, and packaging. The results and insights from consumer trends research can be combined with trends in food and beverage launches.
Global Megatrends Impact Lifestyle Choices
Global consumer insights reveal that several global megatrends have a strong impact on lifestyle decisions that consumers make. The first is economic uncertainty. Consumers, including those in the US and Canada, are worried about personal finances, the cost of living, inflation, and value for the money. Health care systems are under pressure because of older populations and an increased rate of obesity, plus lack of good health care. Consumers are concerned about the environment, climate change, sustainability, and food security. Finally, technology is transforming the lives of consumers in the US and Canada.
Global Lifestyle Themes Also Affect Consumer Choices
Global consumer insights display the first lifestyle theme which is healthier lives. US and Canadian consumers prioritize spending on health and wellbeing. Consumers are living consciously to benefit the environment, social situations, finances, and health. Consumers are spending more time working and entertaining at home. They also have shifted their perception of reward from big events to everyday happiness.
Consumers are Proactive About Health
A high proportion of consumers in the US and Canada say they are proactive about health. They describe themselves as self-sufficient about their health. Consumer insights display that less than half describe themselves as taking much or a great deal of action on their health in the past year. US and Canadian consumers say they live healthfully through exercise, sleep, and diet so that they can feel and age well. In the US and Canada, consumers prefer light everyday activity and daily activity over extreme activity. Consumer insights also show that diet-related health and wellness strategies include limiting snacking, cooking from scratch, and choosing fresh foods.
North American Consumers Take Action on the Environment
Many Canadian and US consumers report being moderately active regarding the environment. They notice information on package labels about the environment. About half of consumers in the US and Canada say they would pay more for products that help the environment. Their #1 action to help the environment is minimizing food waste, then recycling. Consumer insights display that North American consumers also are interested in packaging-related claims, although many do not trust environmental statements on packaging. To shop ethically, consumers in Canada and the US support local growers, producers and merchants.
Some Consumers are Socially Active
Similar percentages of North American consumers describe themselves as moderately/very socially active or not very socially activity. Socializing at their own home or the homes of family and friends has become more important while visiting bars is less important. Consumer insights show that about half of consumers in the US and Canada seek everyday moments of happiness. Fewer reward themselves with food and beverage products that provide an emotional boost. Consumers in North America value simple pleasures and time spent with family and friends.
Consumers Cook from Scratch and Seek Convenience
Consumers in North America say that the most important way to prepare meals is to cook from scratch. They also report using convenience foods at least once a week and use convenience foods to supplement their cooking from scratch. In North America, US consumers are more likely than Canadian consumers to use meal kits, meal packages, and instant and pre-mix products. Consumer insights display that a proportion of North American consumers say that they eat out at least once a week and seek quality when eating out. On the other hand, convenience is important when ordering in.
A Majority of Consumers are Snackers
A solid majority of US and Canadian consumers report snacking at least once a day from all food groups. Consumers snack for different reasons, for example, enjoying treats with sweet foods and selecting nutritious foods to satisfy hunger.
North American Consumers Shop at Grocery Stores
At least two-thirds of Canadian and US consumers shop in a grocery store at least once a week. However, few visit the grocery store every day and few shop for groceries on-line. Consumer insights display that over half of Canadian consumers and two in five US consumers never shop online, which is higher than the global average.
Consumers look for broad selection in supermarkets, location for convenience stores, and economy in discounters. Those who shop on-line do so because it saves them time.
Technology Impacts Consumer Control
Reactions to advances in technology are mixed in the US and Canada. Equal percentages of consumers say that technology gives them more control or less control of their lives. Compared to consumers in other regions, North American consumers are less likely to use online and digital tools to manage their health. Social media is a major resource regarding digital sources, while consumers turn to friends and family for inspiration when cooking at home.
Foodservice in North America makes greater use of technology for contactless payment, QR codes on menus, self-service ordering, and electronic restaurant menus.
Consumers have tried grocery store technology such as self-service checkouts but are not yet engaged in beacon technology and smart carts.
What’s Next in the US and Canada Insights?
Consumers are increasingly socializing at home and outdoors, focusing on everyday moments of happiness through interactions with family and friends. These gatherings often feature food and drinks as treats, making emotional connections a key aspect of these shared moments. Brands have an opportunity to enhance this experience by adding emotional messaging to products geared toward treating but also look at portable, convenient products.
Additionally, many consumers blend scratch cooking with convenience solutions, particularly in the US. While scratch cooking remains the priority, there’s growing potential for halfway options like meal kits or customizable meals that strike a balance between convenience and personal input. Brands can innovate by expanding offerings that combine both convenience and creativity, making meal preparation easier while keeping it enjoyable.
This article is based on Innova’s Now & Next in the US & Canadian Consumer Lifestyle Choices report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
