Food & Beverage
November 2023 Food and Beverage Industry Trends in 10 Charts
The food and beverage industry continues to navigate a complex landscape as constantly evolving macro forces — from concerns about the broader economy to the future of work — shape daily choices around eating and drinking. Leaders in food and beverage must stay informed on consumers’ changing attitudes and behaviors around grocery shopping, cooking and dining out.
This downloadable resource contains 10 key charts which showcase the most important consumer trends in the food and beverage sector. These charts are powered by Morning Consult’s robust tracking of the industry through a monthly survey of U.S. adults.
Chart Pack highlights:
- More consumers are buying groceries online. After a dip in online grocery shopping among U.S. adults in August, October has seen a slight increase in those who say they ordered groceries for delivery (22%) or curbside pickup (17%). With Halloween behind us and the busy holiday season approaching, adults may lean on online channels for efficiency and convenience.
- Women are nearly twice as likely as men to try new recipes. As of October 2023, women are 18 points more likely than men to say they tried a new recipe for the first time in the past month (41% to 23%). Although women have been more likely to try new recipes throughout our tracking, this is the widest difference we have seen between men and women since October 2021.
- There is a generational divide among frequent fast-food and fast-casual dining customers. Gen Z adults are more likely than baby boomers to eat fast food (46% vs. 27%) and patron fast-casual dining (27% vs. 8%) at least once a week, and this trend has generally remained consistent over time. Gen Zers are a prime audience for fast-food and casual-dining brands because they are eager to spend on food & beverage and are more willing than the general population to try new products.
The Morning Consult Food and Beverage Monthly Trend Tracker relies on Morning Consult’s proprietary survey research capabilities. The interviews are conducted online, and the data are weighted to approximate a representative sample of U.S. adults based on gender, educational attainment, age, race and region. Results from the full survey have a monthly sample size of 2,200 U.S. adults and an unweighted margin of error of +/-2 percentage points.
About the author
Megan Lynott is a researcher at Morning Consult, where she analyzes high-frequency data to help the company deliver real-time insights to the food & beverage industry.