We are on the verge of an economic recovery but the downturns lasting implications are unknown. Currently, ostentation is out and frugality is in, but there is evidence of contrary consumer thought when it comes to actual purchasing.
The cover story of the February/March issue of “Deli Business” “The New Simplicity” is the result of a consumer research study conducted by Olson Communications and it indicates consumers are willing to cook, sometimes from scratch, to satisfy their families needs. Just as important is their positive attitude they like eating at home, find cooking not all that difficult, and think home-cooked meals are more satisfying. They also like deli departments and quality prepared foods they can incorporate into at-home eating.
But whether the deli industry can rise to the opportunity being offered depends on deliverables. What segment of the industry will react fastest and with the best offers? Will restaurants offer new venues, lower prices and more flexibility? Or will retail markets react with better quality, more variety and family affordability? The economy has brought the retail industry the perfect storm of needs, desires, affordability, and pleasure, yet how supermarkets and mainstream retailers will react is an open question. Can retailers step out of their comfort zone and offer really good, quality food? Some can and do, but the majority has failed.
Some givens about these new embattled consumers exist. They are accustomed to fine dining and endless variety. They are sophisticated and want it all. There is a move to simple cuisine, but what does that mean?
We know the definition of simple has changed. We are not going to go back to the years when Tuesday night is meat loaf and Sunday dinner is baked chicken the same recipe served week after week. Nor does simple mean tasteless or lacking in variety. It certainly does not mean lower quality.
Simple seems to be moving to a definition closely aligned with fresh and high quality. Rotisserie chicken is a simple, fresh product that offers real value. Fresh vegetables prepared with simple recipes are coming into vogue. Kitchens are getting bigger, not smaller as industry experts have forecasted for years.
Simple also means at-home cooking by people with a limited skill level. Scratch-cooking is becoming more popular but providing a meal is more important, so consumers are enhancing meals with prepared foods.
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