Food trends and generational differences - Insights from December 2023 survey

USAgNet - 01/12/2024

Purdue University's December 2023 Consumer Food Insights Report brings forth fascinating findings on food sustainability, generational values, and consumer behaviors. Let's dive into the key takeaways from this survey-based study conducted with 1,200 consumers across the U.S.

Date Labels and Food Discard: November's survey explored perceptions of "use by" and "best if used by" dates, revealing that sensory cues like smell and appearance play a crucial role in deciding whether to consume or discard past-date food items. In December, hypothetical scenarios assessed the impact of various information sets on consumers' decisions.

The report highlights a decrease in food discard rates when consumers know the type of date label and observe the food's normal smell and appearance.

Food Sustainability and Values by Generation: The study uncovered significant differences in the Sustainable Food Purchasing Index when divided into generational cohorts.

Older generations, such as Gen X and baby boomers, scored higher overall, emphasizing economic, taste, and security factors. In contrast, millennials and Gen Z placed greater importance on environmental and social sustainability when making food choices.

Food Spending and Inflation: The data revealed disparities in food spending across generations, with the middle generations spending more per week on household food expenses. This spending gap is attributed to larger household sizes. Moreover, as food price inflation declined, consumers adjusted their inflation estimates and expectations, reflecting a more optimistic outlook.

Food Insecurity: Food insecurity remains a concern, with younger generations experiencing higher rates, largely due to income differences. Older generations benefit from increased work experience and higher income levels, making them less vulnerable to food insecurity.

Consumer Trends in 2023: Stock-out rates reported by consumers decreased from 18% to 14% compared to 2022. Eggs were the most commonly out-of-stock food in 2023 due to the lingering impact of the 2022 avian influenza outbreak. Additionally, consumers reported limiting sugar intake, likely making it a popular New Year's food resolution.

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