While consumers tend to be driven by value in the purchasing decision of lunch options, the definition of "value" varies widely according the age of the consumer, recent research from Technomic has shown. The "Lunch Consumer Trend Report" shows that the younger consumer (aged 18-34) is most likely to define value by price, while those 45 and up see value as including health and quality.
“Baby Boomers are motivated heavily by value, but other significant motivations include health and quality of food,” says Technomic Director of Consumer Research Sara Monnette. “The most health-conscious consumers skew 45 and older, so their value equation is different than that of a younger person who sees value primarily as a price issue. Older consumers are less likely to perceive value in dollar menu items because of the broader context of their motivations.”
The research was designed to help those aligned with the foodservice industry more effectively identify opportunities for growth and competitive advantage. Other findings include:
- During the week, consumers prefer fast, portable, and inexpensive lunch options from foodservice locations. On the weekend, however, these lunch-time preferences shift, and consumers focus most on customization and fresh preparation.
- Consumer responded that they increasingly bring lunches from home during the week, but 35 percent still purchase lunch from a foodservice location at least twice a week.
- At least once a week, more than 50% skip lunch and about 65% replace lunch with a snack.
- 47% primarily visit the same few familiar restaurants at lunch, but of these 40% vary their food selection at those restaurants.
The full report is available for purchase from Technomic or through Technomic Access.
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