With consumers cutting back on restaurant trips, increasing their reliance on in-home meals, and using kitchen appliances more often, there’s at least a glimpse today of consumer behaviors in 2020. Many of these shifts stem from cost pressures forcing consumers to find savings wherever possible. Consumers shifting behaviors can be stressful for marketers, but also represent opportunities for growth by attaching to those needs.

To compete in this landscape, food and beverage manufacturers, retailers, and home products companies must understand consumers’ evolving needs. They must find innovative ways to make meal preparation easier and solve other problems consumers face. Circana’s new Inside America’s Kitchens report examines these trends and provides insights on implications for the food and beverage and home industries. 

Questions Answered

• Which appliances are gaining household penetration, and where are they stored in the kitchen? 

• How do different generations approach meal preparation — and with which tools? 

• What is social media’s role in finding meal ideas and its role in generating sales for offline cookbooks?

• How often and why do consumers entertain guests? What worries do they face when entertaining at home?

• What is the role of grills on special occasions, what are meal preparer’s concerns about using grills, and how do they differ by generation?