The state of the economy is uncertain, but American consumers are adapting their eating habits in step with the times.
That’s the conclusion in a nutshell of Circana’s recently released “Eating Patterns in America,” the 40th annual report compiled by the Chicago-based market research firm.
The biggest changes are happening around breakfast and snacking, with the demand for protein and value a continuing theme.
Office occupancy now averages 52% across the U.S., up 3% since last year, and the return to office movement is disrupting the post-pandemic breakfast routine. Morning foodservice traffic is up for the first time in two years, found the report, as consumers seek convenient breakfast solutions.
“They might pick up a protein shake or breakfast sandwich at a restaurant to consume in their car, or purchase something to eat at the office mid-morning—more brunch than breakfast,” said David Portalatin, SVP and industry advisor for food and foodservice at Circana.
Lunch continues to play catch-up in restaurant sales, he adds. “Consumers can bring lunch from home or purchase it on-site at work,” he said. Additionally, some companies are still providing catered lunches as an incentive or perk in certain cases. What’s more, lunch is becoming more of a snackable occasion, found Circana.
“People may bring or buy a collection of snack foods to eat throughout the day instead of having a full lunch,” said Portalatin. Indeed, the gap between snacking occasions and meal-replacement snacking continues to shrink, with 462 annual snacking occasions now occurring during mealtimes.
The quest for value is one of the most important ongoing trends impacting foodservice, he added, and it’s not purely about price. Although Circana reported that 30% of restaurant occasions revolve around deals, consumers don’t always equate value with price. Quality, convenience, indulgence and craveability are motivators for foodservice purchases, too.
“If it was purely about price, they would go to the fridge at home and make something,” said Portalatin.
Protein demand continues to surge, with 41% of adults seeking to increase their intake. “Generally, most of that protein is consumed at home, but 12% of those surveyed said their most recent restaurant meal was high in protein,” said Portalatin.
The report also noted the impact of RFK Jr.’s Make America Healthy Again campaign on food choices. Although 25% of consumers say they are trying to reduce their intake of ultra-processed foods and artificial colors and flavors—up 2% year over year—75% don’t care or say they like those ingredients.
As far as the economy goes, Portalatin is cautiously optimistic. “Midway through 2025, inflation is relatively low, employment is strong, and food and beverage spending is still growing around 3% versus a year ago,” he said. “We’re basically operating in a structurally flat world, with growth in the 0-1% range. If you can capture even a tiny portion of that, you will see some growth.”
Circana surveys about 25,000 consumers in all age groups for its “Eating Trends in America” report, documenting over 1.8 million food and beverage occasions annually.
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