Merging Tables and Aisles
Understanding shifts in U.S. total food and beverage demand
For more than 100 years, the share of money Americans spent at the store for the food and beverages they would later eat at home remained fairly constant. But change is inevitable, and our habits have finally started to shift.
Until very recently, we allotted about two-thirds of our food and beverage spend for in-store purchases—the bread and butter of the traditional supermarket. In fact, in 2014, our “away-from-home” spending took the lead for the first time at just over 50%, and our in-store spend had fallen 16 points to 48%. Since then, this pattern has continued.