Generations approach the ‘what’s for dinner?’ question differently

Chicago – Different age groups have different motivations, needs, and wants when it comes to dinner, and these are as varied as their taste in music, suggests a recent generational study published by The NPD Group.

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, according to the study, called A Generational Study: The Evolution of Eating. 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, the study suggests. Conversely, baby boomers, many of whom are empty nesters or are facing health conditions, are shifting some of their dinner occasions from in-home to restaurants.

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. Centre-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.” 

The full report is available here.