Supporting the Need to Eat at Home

Even though grocery prices are high, it’s always more economical to eat at home than in a restaurant. In fact, it’s three-to-four times cheaper to eat at home, said Joe Derochowski, Circana vice president and home industry advisor, at The Inspired Home Show 2023.

That’s a message worth repeating as sellers of home and housewares products look for ways to connect with consumers in inflationary times.

As shoppers continue to face higher grocery prices, they’re using multiple tactics to reduce or reallocate weekly food spending, like trading down to private label items, buying in bulk, using more leftovers or choosing a quick-service restaurant over a full-service restaurant, according to Circana food and beverage analysts at their annual Growth Summit last week.

The increased desire to buy in bulk, prepare large batches of food and make better use of leftovers is backed by the recently released HomePage News 2023 Consumer Outlook Report, produced in partnership with IHA. Respondents said they intended to buy food storage items more than any segment within the storage/organization category in 2023 (44%). In fact, food storage was up three points over last year’s survey.

What’s more, it appears that many of those consumers are looking for ways to cut down on restaurant visits for breakfast or lunch as they return to offices for work. Of Consumer Outlook Survey respondents 74% said it was very or somewhat important that food storage be designed for portability.

Other than food storage, retailers may want to emphasize items that help consumers eliminate food waste and make better use of large batches of food. Products associated with vacuum sealing, canning and freezing are a few examples.

Derochowski also encouraged the industry to think about how existing appliances like air fryers or toaster ovens can be upgraded or marketed to consumers as a way to make leftovers taste better.

It’s important to remember that inflation is affecting consumers differently and to make sure you’re speaking to the needs of your target audience when choosing your assortment, marketing and pricing.

For instance, a Numerator survey found that, overall, purchasers of home and housewares are feeling less secure than a year ago. But when you peel back the layers, as Numerator practice director Peter Greene told attendees at The Inspired Home Show 2023, it tends to be older people, people with lower incomes and people in rural areas who are really feeling the pinch. Younger generations, those with an income over $100,000 and those in urban areas tend to be less concerned, he said.

Products to consider to support consumers’ need to eat at home:

• • Nesco Classic Vacuum Sealer VS-01 – Keep food fresh up to five times longer when you prepare large batches in advance and save the leftovers.
  • Cuisipro Reusable Bags – These silicone storage bags are 100% plastic-free and leakproof. They can even be used in the oven, microwave, sous vide, dishwasher, fridge and freezer.
  • FRESHWRAP by The FRESHGLOW Co – Single-use plastic wrap is a thing of the past with these reusable and washable self-adhesive wraps made of cotton and beeswax. They’re even infused with organic botanicals to help keep food fresh longer.
  • Rubbermaid Brilliance Glass and Plastic Food Storage Containers by Rubbermaid – Clear plastic lids with StainShield™ plastic make these stain- and odor-resistant. They also feature 100% leak-proof seals and built-in vents that allow steam to escape so you can microwave them splatter-free.

Recordings of education sessions from The Inspired Home Show’s Innovation Theater can be found here.