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Permanent Work Shift Moves Lunch Occasions to The Home

7 October 2021 by David Ingemar Hedin, Euromonitor International

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In April 2021, Euromonitor’s Voice of the Consumer: Lifestyle Survey revealed that 68% of adults worldwide consider the trend of regularly working from home to be a permanent shift, up from 42% in April 2020. This unstoppable change in working patterns has fundamentally created a big shift in the lunch occasion since the home-worker doesn’t typically need a restaurant, café, diner etc to serve them lunch. And while a majority of consumers still cook for themselves, the pandemic has driven strong growth in ready meal “super consumers” that reheat or prepare ready meals almost every day. These consumers, and many more, look for optimal convenience through ready meal solutions.

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Source: Euromonitor International Voice of the Consumer: Lifestyle Survey, 2020 n=41231, 2021 n=40732

Home delivery sees lunch spike

Restaurants quickly invested in home delivery at the start of the pandemic, with varying levels of success. Nevertheless, home delivery turnover increased by 30% in 2020 as a result. Within home deliveries, some players have decided to focus specifically on the lunch occasion, like Lithuania’s 12 O’Clock Box, which has also taken an interesting decision with regards to packaging. Just like the once-ubiquitous milkman, the company takes back the reusable dirty box from the day before while delivering a washed and refilled box containing the meal of the day. That means the consumer gets a ready-to-eat meal without the need to do dishes or to dispose of the trash. The boxes blur the line between home delivery and ready meals and are positioned to save time, offer a varied and healthy diet and enable consumers to lead a sustainable lifestyle.

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