Trend changes customer: some US data to reflect

Lots of data collected this summer by the FMI: the Food Marketing Institute which teaches us that the Americans
1- Always more alone: the number of single-person households has tripled since the 1960s and reached 34 million adults. 46% of food consumption opportunities are solo, with a clear impact on the design, purchase and presentation of foods
2- Living more and more between adults: the number of households with 2 generations of adults (parents + grandparents, parents + adult children has doubled since the 1980s.

3- Are of increasingly diverse origins. In the 1960s, 75% of Americans came from Europe, then from Canada, 10% from Latin America, 9% and Asia from 5%. Today, Europe represents only 12% of its origins, compared with 53% for Latin America and 28% for Asia. Welcome Ethnic Food!
4- Put the men in the kitchen. Women now account for 47% of the workforce, compared with 38% in 1970. Males are thus increasingly involved in shopping and meal preparation. 42% cook and 73% ensure more than 50% of shopping for the house. The death knell of the housewife seems to have sounded. How to talk to these new targets?
5- Are more allergic. 12% of households include a person with an allergy or sensitivity to certain foods, medically detected or not.
6- Are less faithful. In 2011, only 2% of consumers said they had no shop for their purchases. In 2015 this figure rose to 9%.
7- Are more Millenials -or Generation Y born between 1980 & 2000- and therefore consume differently. 12% of Millenials bought their food on line the last 30 days against 5% of Baby Boomers born in the years 45 to 60. The Millenials jump more easily breakfast and eat more vegetarian.
8- Snack all the time. Snacking now accounts for 50% of consumer spending. 90% of Americans snack several times a day, and 48% replace their meals with snacks 3 to 4 times a week. 61% are looking for more balanced snacks.
9- Favor simplicity: few ingredients in the composition, known ingredients, locally produced foods, little or no processed products …
10- Are becoming more vegetarian. 7% of households contain vegetarian or vegan individuals.

The insight bento: the world changes and the consumers too … More ethnic diversity, more monofoyers, the man who is increasingly involved in the food industry, snacking up as a new art of eating, New generations who arrive with specific expectations, the cult of simple and soon vegetarian … So much data to integrate to prepare tomorrow …