News

Study probes generation gap at the dinner table

August 16, 2016

At a time when younger generations have no idea how a manual typewriter or rotary dial phone works, it's not surprising that there are big generational differences in the way each age group thinks about dinner. For proof, you need look no further than the latest research from The NPD Group Inc. 

According to a news release, the research company probed how each age group views the late-day meal we call dinner and found that: 
•    millennials are eating more often at home to accommodate their high need for personalization;
•    GenXers are eating wherever and whenever their busy family calendar allows; and
•    Baby Boomers are eating out more often now that they have fewer mouths to feed. 

"A counterintuitive shift is taking place when it comes to eating behaviors that defies traditional aging patterns, and the dinner meal is an example of this shift," said The NPD Group Vice President of Industry Analysis David Portalatin in the release. "Millennials and boomers answer the 'what’s for dinner' question differently. An understanding of the motivations and needs that drive each group's answer to the dinner question will assist manufacturers and retailers in meeting their needs today and inform the future."

Millennials want lots of choices to meet the desire of each family member for a personalized meal. They also want more side items with their dinners, along with information about where their food came from, how it was cooked and whether it was all done in an environmentally friendly manner. More than other age groups, they believe that dinner is an "experience" and should involve cooking from scratch, when possible. 

Gen Xers are less interested in the specificsof dinner than they are in convenient delivery or pickup that allows them to get on with their busy life. Restaurants that cater to the need for speed — and portability — stand to win with this age group.

Baby Boomers just want somebody else to do the cooking and clean-up. Unlike their offspring, they are dispensing with side dishes and cutting down on center-of-the-plate proteins, according to the study. The easier and less expensive restaurants make it for boomers to eat out, the more likely they are to earn their business.