Why it is the topic trending:
Changing Consumer Eating Habits: The article discusses a significant shift in consumer eating patterns, moving away from traditional meal times, which is a trending topic for the food and beverage industry, foodservice operators, and retailers.
Impact on Foodservice Industry: The decline in traditional lunch and the rise of snacking dayparts have major implications for foodservice operators' profitability and strategies, making it a critical discussion point within the industry.
New Daypart Opportunities: The emergence of morning and after-dinner snacking as growth segments presents new opportunities for innovation and product development in the food and beverage sector, attracting attention from businesses looking to capitalize on these trends.
Economic Factors: The trend is linked to consumer affordability concerns and the desire to save time and money, connecting it to broader economic discussions and consumer behavior in the current economic climate.
Pandemic Influence: The article highlights the role of the COVID-19 pandemic and work-from-home trends in accelerating these changes, making it relevant to ongoing discussions about the pandemic's lasting impacts on consumer behavior and industries.
Overview:
The article from Mattson's 2025 Macro Movements trends report highlights a significant trend in the food and beverage industry: consumers are shifting away from traditional dayparts for meals. This "Daytime & Daypart Disruption" is characterized by a decline in restaurant lunch traffic, particularly in the 9 am to 2 pm window, and a rise in morning and after-dinner snacking occasions. This shift is driven by factors like flexible lifestyles due to remote work, affordability concerns, and the increasing popularity of snacks as meal replacements. Protein is identified as a key factor in enabling this snackification trend, providing satiety and functionality in snack formats. The trend presents both challenges and opportunities for foodservice and retail sectors to adapt to these evolving consumer eating patterns.
Detailed Findings:
Decline in Traditional Lunch:
Significant decrease in foodservice traffic during the 9 am to 2 pm window since 2019.
Restaurant lunches are now a "fraction of what it used to be" in terms of profitability for QSR and other operators.
Growth in Snacking Dayparts:
"Biggest growth" in new occasions at both ends of the day, replacing traditional breakfast, lunch, and dinner.
Morning snack and after-dinner snack segments are growing.
Affordability Factor:
Snacking dayparts have average check amounts $3 to $5 lower than lunch or dinner, appealing to cost-conscious consumers.
Innovations like Subway's footlong cookies and success of Crumbl Cookies and Insomnia Cookies in nighttime snacking exemplify this trend.
Beverage as Snack:
Emergence of "dirty soda" trend (soda with indulgent additions) as an example of drinks as snacks.
Snackification and Meal Replacement:
Consumers are increasingly using snacks as meal replacements, as seen in trends like "girl dinner."
Snacks are augmenting meals or replacing entire traditional lunch meals more often than 10 years ago.
37% of meals had a snack addition in 2024, up from 29% in 2010.
Protein as Key Enabler:
Protein is identified as a key factor in consumer satiety, allowing snacks to function as meal replacements.
Protein fortification in beverages and high-protein ingredients in snacks are cited as examples.
Generational Trends:
Gen Z is associated with increased snacking, but all generations are snacking more, especially at breakfast.
Driving Factors:
Flexible lifestyles due to work-from-home trends.
Consumer focus on affordability and saving money.
Desire to cut time and money from meal preparation.
Snacks becoming more functional and satisfying.
Key Takeaway:
Traditional meal dayparts are being disrupted by changing consumer lifestyles and priorities, leading to a decline in restaurant lunch and a surge in snacking occasions, particularly in the morning and after dinner. Affordability and the functionality of protein-rich snacks are key drivers of this shift, requiring the food and beverage industry to adapt their offerings and strategies to capture these new consumption patterns.
Main Trend:
Daypart Defiance
Description of the Trend (Daypart Defiance):
This trend describes the breakdown of traditional daypart boundaries in consumer eating habits. Consumers are no longer adhering to the conventional breakfast, lunch, and dinner meal times, but are instead adopting more flexible and individualized eating patterns. This involves a shift towards snacking throughout the day, blurring the lines between meals and snacks, and prioritizing convenience, affordability, and personal schedules over structured meal times.
What is Consumer Motivation (Food Consumer Motivation for Daypart Defiance):
Flexibility and Convenience: Consumers seek flexibility to eat when they are hungry and when it fits their schedules, driven by work-from-home arrangements and less rigid daily routines.
Affordability and Value: Snacking is often perceived as a more affordable option than traditional meals, especially in times of inflation, motivating consumers to opt for snacks as meal replacements or additions.
Time Saving and Efficiency: Snacking and less structured eating patterns can save time on meal preparation and consumption, fitting into busy lifestyles.
Satiety and Functionality: Consumers are looking for snacks that are not just treats but also provide satiety and nutritional value, enabling them to function as meal components or replacements, particularly with protein-rich options.
Personalization and Individual Needs: Consumers are prioritizing their individual hunger cues and dietary needs over rigid meal schedules, leading to more personalized eating patterns.
What is Driving the Trend:
Work-From-Home and Flexible Lifestyles: The rise of remote work and more flexible work arrangements has disrupted traditional workday structures and meal routines, enabling consumers to eat at unconventional times.
Economic Inflation and Cost-Consciousness: Rising food prices and economic uncertainty are driving consumers to seek more affordable eating options, with snacking often perceived as a budget-friendly alternative to full meals.
Snack Innovation and Functionality: The food industry has innovated to create snacks that are more satisfying, nutritious, and meal-like, making them viable meal replacements and additions.
"Snackification" of Food Culture: Broader cultural trends towards snacking and grazing throughout the day, popularized by social media and evolving food norms, are contributing to daypart disruption.
Demand for Convenience and Speed: Fast-paced lifestyles and the desire for quick and convenient food options further fuel the shift towards snacking and less structured meal times.
What is Motivation Beyond the Trend:
Autonomy and Control: The underlying motivation is a desire for greater autonomy and control over one's eating habits, breaking free from rigid schedules and societal norms around meal times.
Efficiency and Optimization: Consumers are seeking to optimize their time and resources, viewing flexible eating patterns and snacking as more efficient and practical for their busy lives.
Personal Well-being and Body Awareness: There's a growing focus on personal well-being and body awareness, with individuals paying closer attention to their hunger cues and eating patterns that feel right for their bodies, rather than adhering to external meal schedules.
Description of Consumers Article is Referring to (Food & Beverage Consumers in General, with focus on changing habits):
Age: Spans across generations, with Gen Z highlighted as particularly associated with increased snacking, but the trend impacting all age groups.
Gender: Likely both genders are represented, as changing eating habits are a broad consumer trend.
Income: While affordability is a driver, the trend likely impacts a range of income levels, as flexibility and convenience are valued across demographics, though cost-consciousness is more pronounced for budget-conscious consumers.
Lifestyle: Likely individuals with increasingly flexible lifestyles, including those working from home, busy professionals, and those seeking convenience and efficiency in their daily routines.
Conclusions:
Traditional meal dayparts are being disrupted by "Daypart Defiance," a significant shift in consumer eating patterns.
Decline in restaurant lunch and rise of snacking are key manifestations of this trend.
Flexibility, affordability, convenience, and snack functionality are driving forces.
Protein plays a crucial role in enabling snackification as meal replacement.
The food and beverage industry must adapt to these evolving consumer habits.
Implications for Brands (Foodservice Operators, Food & Beverage Manufacturers, Restaurants, QSRs):
Re-evaluate Daypart Strategies: Foodservice operators need to re-evaluate traditional daypart-focused strategies, recognizing the decline of lunch and the rise of snacking occasions.
Innovate for Snacking Dayparts: Brands should innovate product offerings and menu items specifically for morning and after-dinner snacking, catering to the growing demand in these segments.
Emphasize Affordability and Value: Highlight affordability and value in snack and meal options, appealing to cost-conscious consumers.
Focus on Protein and Satiety: Develop snacks and meal components that are protein-rich and offer satiety, positioning snacks as functional meal replacements or additions.
Adapt to Flexible Consumption: Offer flexible ordering options, all-day menus, and promotions that cater to consumers eating at non-traditional times.
Beverage Innovation for Snacking: Explore beverage innovations that can function as snacks, such as "dirty sodas" or fortified drinks.
Implication for Society:
Changing Social Norms Around Meals: Societal norms around structured meal times may further erode, with more flexible and individualized eating patterns becoming increasingly accepted.
Potential Impact on Food Culture: The shift towards snacking and meal replacement could alter traditional food cultures centered around sit-down meals and shared dining experiences.
Focus on Functional Foods: Society may see a greater emphasis on functional foods and snacks that provide nutrition and satiety in convenient formats.
Implications for Consumers (Food Consumers):
Increased Flexibility in Eating Habits: Consumers gain more flexibility and control over their eating schedules, adapting meals to their individual lifestyles and preferences.
More Affordable Food Options: Snacking as meal replacement can offer more affordable options, potentially reducing food costs.
Greater Convenience and Time Savings: Snacking and less structured meals offer greater convenience and time savings in food preparation and consumption.
Need for Mindful Snacking: Consumers need to be mindful of nutritional balance and avoid over-relying on unhealthy snacks when replacing meals.
Implication for Future:
Snacking Dominance in Food Culture: Snacking may become an even more dominant aspect of food culture, blurring the lines between meals and snacks further.
Personalized Eating Patterns: Future eating patterns may become increasingly personalized and individualized, with technology and data playing a role in tailoring food choices to individual needs and schedules.
Innovation in Functional and Convenient Foods: The food industry will likely continue to innovate in functional and convenient food formats, catering to the demand for snacks as meal replacements and additions.
Re-evaluation of Traditional Foodservice Models: Traditional foodservice models centered around daypart-specific menus may need to be re-evaluated and adapted to more flexible and all-day service models.
Consumer Trend (Eating Habit Trend):
Name: Fluid Meal Times
Detailed Description: This consumer trend describes the move away from rigid, traditional meal times (breakfast, lunch, dinner) towards more fluid and flexible eating patterns. Consumers are embracing snacking, grazing, and eating meals at unconventional times based on personal schedules, hunger cues, and lifestyle demands, rather than adhering to set dayparts.
Consumer Sub Trend (Food Choice Trend):
Name: Snack-as-Meal Ascension
Detailed Description: A sub-trend within "Fluid Meal Times," specifically focused on the increasing acceptance and adoption of snacks as полноценные meal replacements or substantial meal augmentations. This involves consumers choosing snacks, especially protein-rich and functional options, to satisfy hunger, save time, and manage costs, blurring the distinction between snacks and meals.
Big Social Trend (Lifestyle Trend):
Name: Flexibility Prioritization
Detailed Description: The broader social trend of prioritizing flexibility and adaptability in various aspects of life, including work, schedules, and routines. This reflects a societal shift towards valuing work-life balance, individual autonomy, and personalized experiences, leading to less rigid structures and more fluid approaches to daily life.
Worldwide Social Trend (Economic & Cultural Trend):
Name: Value-Driven Consumption Shift
Detailed Description: The worldwide social trend of a value-driven consumption shift, influenced by economic factors and changing consumer priorities. Consumers are increasingly conscious of value, seeking affordability, functionality, and practicality in their purchasing decisions across various sectors, including food and beverage, leading to shifts in consumption patterns and brand preferences.
Social Drive (Human Motivation Trend):
Name: Efficiency & Autonomy Seeking
Detailed Description: The underlying human drive is the desire for "efficiency and autonomy seeking." Individuals are motivated to optimize their time, resources, and daily routines for greater efficiency and to exercise more autonomy and control over their lives, including their eating habits. This drive fuels the adoption of flexible eating patterns and snacking as a way to manage busy schedules and personal preferences.
Learnings for Brands to Use in 2025 (for Foodservice and Retail Brands):
Lunch is No Longer the Anchor: Do not rely on traditional lunch dayparts as a primary revenue driver; diversify offerings across all dayparts.
Snacking is Serious Business: Treat snacking occasions as significant growth opportunities, not just add-ons; innovate and invest in dedicated snack menus and products.
Value and Affordability are Key: Emphasize value and affordability in product and menu development, particularly for snacking options, to attract cost-conscious consumers.
Protein Powers Snackification: Utilize protein strategically to create satisfying and functional snacks that can serve as meal replacements or additions.
Flexibility is the New Norm: Design menus, ordering systems, and service models that cater to flexible eating schedules and all-day consumption patterns.
Strategy Recommendations for Brands to Follow in 2025 (for Foodservice and Retail Brands):
Develop Dedicated Snack Menus & Platforms: Create distinct snack menus or platforms that are available throughout the day, offering a variety of sweet, savory, and functional snack options.
Offer All-Day Breakfast & "Beyond Lunch" Menus: Expand breakfast offerings to all-day availability and develop "beyond lunch" menus that cater to non-traditional lunch times and snacking preferences.
Promote Value Bundles & Snack Combos: Create value-oriented bundles and snack combinations that appeal to budget-conscious consumers and encourage larger snack purchases.
Innovate Protein-Fortified & Functional Snacks: Invest in R&D to develop new protein-fortified snacks, meal-replacement snacks, and functional food options that meet the demand for satiety and nutrition in convenient formats.
Optimize for Mobile Ordering & Flexible Daypart Targeting: Leverage mobile ordering and digital platforms to target consumers during emerging snacking dayparts and offer flexible ordering options that cater to on-the-go consumption.
Final Sentence (Key Concept):
The "Daypart Defiance" trend signifies a fundamental shift in consumer eating habits, moving away from traditional meal times towards flexible, snack-centric consumption patterns driven by convenience, affordability, and the functionality of snacks as meal replacements, requiring the food and beverage industry to strategically adapt to this new daypart landscape.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Foodservice and retail brands should proactively capitalize on the "Daypart Defiance" trend in 2025 to capture market share and drive revenue growth by:
Re-engineering menus and product lines for snackification: Develop and promote a wider variety of innovative and appealing snack options across all dayparts, focusing on portability, flavor variety, and functional benefits like protein content.
Optimizing operations for all-day snacking demand: Adjust kitchen operations, staffing, and supply chains to efficiently meet the increased demand for snacks throughout the day, beyond traditional meal times.
Implementing value-focused pricing and promotions for snacks: Offer competitive pricing and attractive promotions on snack items and snack bundles to appeal to value-conscious consumers and encourage snack-based purchases.
Leveraging digital channels for snack-centric marketing and ordering: Utilize mobile apps, online platforms, and social media to specifically market snack offerings, target consumers during snacking dayparts, and facilitate easy mobile ordering for snacks.
Creating flexible and customizable meal/snack solutions: Offer customizable meal and snack options that allow consumers to build their own flexible eating solutions, catering to individual preferences and non-traditional meal times.
Final Note:
Core Trend: Daypart Defiance - Consumers are abandoning traditional meal times for flexible eating patterns.
Core Strategy: Snack-Centric Innovation & All-Day Adaptability - Focus on snack innovation and adapting operations for all-day snacking demand.
Core Industry Trend: Foodservice Daypart Disruption - The foodservice industry is experiencing a disruption of traditional daypart revenue models.
Core Consumer Motivation: Efficiency & Autonomy Seeking - Consumers are driven by the desire for efficient and autonomous control over their eating habits.
Final Conclusion:
The "Daypart Defiance" trend represents a transformative shift in consumer eating behavior, presenting both challenges and significant opportunities for the food and beverage industry. By strategically embracing snack-centric innovation, prioritizing value and convenience, and adapting to flexible consumption patterns, brands can effectively capitalize on this trend, build stronger consumer connections, and thrive in the evolving landscape of food consumption in 2025 and beyond.
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