As the vaccination program brings the end of the health crisis nearer, many assume that consumers will soon pick up their old habits – such as eating out. But new research from Deloitte is challenging that assumption.
Cooking at home more often
A survey held among 40,000 respondents in eighteen countries shows that consumers plan to keep on eating at home, even after the crisis. Restaurant visits will undoubtedly increase in the coming months, the researchers say, but they will certainly remain below 2019 levels in the medium term.
People intend to cook more at home and go to restaurants less than before, and that is true in all the countries surveyed. On average, 55 % of respondents plan to cook more than before the crisis, while only 5 % say they will cook less. In net terms, this is an increase of 50 %. The intention to cook more is somewhat lower in industrialised countries like Germany, the Netherlands and Japan, and slightly higher in emerging economies like China, India, Mexico and Chile.
While one in seven consumers worldwide say they will eat in a restaurant more often, a much larger group (40 %) plans to eat out less often (resulting in a net decrease of 25 %). The exception is the United States, where the ‘resistance’ to restaurant visits is much lower (net – 10 %).
This trend may be due to the difference in dining culture: Americans tend to eat out much more often than Europeans. Before the crisis, Americans spent about as much on food consumed at home as on food on the go or in restaurants. In Europe, it is estimated that only one-fifth of all meals were consumed outside the home.
Three reasons
Deloitte identifies three reasons for these somewhat unexpected research results. The first is structural: both consumers and companies expect that (partially) working from home will remain widespread after the pandemic. Consequently, there will also be fewer opportunities to eat out.
Then there is the economic component: cooking at home is a cheaper option, and millions will come out of the pandemic in a much worse financial position. Three in five consumers worldwide currently spend all or more than their monthly income. Roughly two in five are concerned about their savings.
Finally, there is the element of personal preference. Consumers have become better cooks and are making new cultural connections with food. The many new services delivering groceries or meal boxes to the door also make it easier than ever to choose what many consider to be the healthier option. Indeed, with consumers’ increased interest in health and well-being, cooking can become a tool for better, more sustainable food choices.
