Six ways the pandemic will change food and how we eat in the future
NEW YORK, December 6, 2021 — The future of food and eating is being changed by six factors that will shape how food growers to retailers will market and sell their products. The big question is whether and how these changes will stick. Ipsos examines all of this and imagines our eating future in its latest issue of What the Future magazine. Download the Eating issue.
To provide context, Ipsos asked experts in synthetic biology, quick-service restaurants, grocery, and supply chain and logistics how these shifts will shape how people grow, buy, eat and supply food in the future:
- J. Casey Lippmeier, vice president of innovation, Conagen — Will we grow food in the future?
- Kevin Vasconi, chief information officer, The Wendy’s Company — How will delivery drive food convenience in the future?
- Nichele Lindstrom, vice president of e-commerce, Whole Foods Market — How will the hybridization of grocery shopping evolve?
- Marina Mayer, editor-in-chief, Food Logistics and Supply & Demand Chain Executive — What’s keeping us from making our food supply chain better?
In addition, Ipsos researchers share insights for brands and marketers based on these shifts. They include: How food brands can better link synthetic biology for purpose, what diners’ new delivery habits will mean for restaurants, what the new “eating at home” means for grocers and restaurants, and what grocers can learn about keeping relevant amid supply chain uncertainty.
Below are research highlights, as well as a topline of the custom Ipsos survey results for this issue:
- 59% of Americans prefer to food shop in-store than online if both presented zero risk for COVID-19. Another 24% of Americans would shop for food in-store and online equally, and 17% would prefer to shop online. The preference for in-store shopping increases with age (77% for those ages 55+ compared to 41% of those ages 18-34), while younger consumers prefer to shop online (27% for those ages 18-34 compared to 8% for those ages 55+).
- 49% of Americans are interested in plant- and vegetable-protein-based meat substitutes. Across age groups, 12% have tried these meat substitutes and people ages 18-34 are twice as likely to be interested in trying them (51%) as those ages 55 and older (23%).
- 69% of Americans are willing to order from a virtual restaurant if they are already familiar with the brand. 56% would be willing to order from a virtual restaurant if it was a brand that hadn’t had a physical location before.
- 75% of Americans are very or somewhat comfortable with restaurant of food service apps knowing their preferences based on previous purchases to get faster and more customized service. 48% are comfortable sharing their customer information by face or voice recognition. 46% are comfortable with restaurant or food service apps knowing the location data on their mobile device.
- 83% of Americans who prefer to food shop online would be willing to order from a virtual grocery store restaurant, while 49% of people who prefer to food shop in-store would be.
- 56% of people prioritize available foods when grocery shopping while 44% prioritize locally grown foods. 73% of people prioritize locally grown foods while 27% of people prioritize off-season produce grown elsewhere. 54% of people prioritize health considerations while 46% of people say price is more important.
Topline Findings
These are the findings of an Ipsos poll conducted between October 22-25, 2021. For this survey, a sample of 1,171 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English. The poll has a credibility interval of plus or minus 3.3 percentage points for all respondents.
For full results, please refer to the following annotated questionnaire here
About the Study
These are some of the findings of an Ipsos poll conducted between October 22-25, 2021. For this survey, a sample of 1,171 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English.
The sample for this study was randomly drawn from Ipsos’ online panel (see link below for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link below for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2016 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Posthoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education.
Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.3 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,171, DEFF=1.5, adjusted Confidence Interval=+/-4.8 percentage points).
For more information on this news release, please contact:
Matt Carmichael
Editor, What the Future and Vice President, Editorial Strategy
Ipsos North America
+1 312 218 7922
Mallory Newall
Vice President, US
Public Affairs
+1 202 374-2613
Kate Silverstein
Media Relations Specialist, US
Public Affairs
+1 718 755-8829
About Ipsos
Ipsos is the world’s third largest market research company, present in 90 markets and employing more than 18,000 people.
Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions.
Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).
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The publication of these findings abides by local rules and regulations.
