OMAHA, Neb., May 18 /PRNewswire-FirstCall/ -- While the
recession forced millions of Americans into the kitchen and to
develop an eat-at-home mindset, a new survey(1) released today by
ConAgra Foods (NYSE: CAG) one of North
America's leading food makers, shows that despite the ease
on economic conditions, Americans are not soon to let go of their
new habits. In fact, while many experts say the recession is over,
four-in-five Americans (79 percent) say they do not feel like it is
and seven-in-10 (71 percent) say they will continue the savings
habits they developed during the economic downturn.
The survey shows that the recession continues to impact the way
people shop for and prepare food, and even as tough times subside,
consumers find their new frugal habits hard to break. In fact, of
those who made changes to their food shopping or preparation
habits, most of those changes will continue into the coming year.
- In the past year, 75 percent of Americans have cooked more
meals at home and they say they will continue to do so. Two-thirds
(68%) say cooking has brought their family together and
three-in-five (61%) say they enjoy cooking more.
- Four-in-five (79%) say they will continue to focus on saving by
using coupons, store specials or a budget, and two-thirds (63%)
will continue to cut back on premium purchases.
- Two-thirds (67%) of those surveyed say they have enjoyed
becoming more of a bargain hunter.
- Half (49%) of those already making cutbacks will freeze more
meals, and two-in-five (38%) will continue to stretch meals.
- About one-third of consumers have sought to save money by
stretching out meals with water or canned foods, or by buying more
frozen or prepared meals.
"Consumers are saying loud and clear that the effects of the
recession are lingering," said Phil
Lempert, Supermarket Guru, in collaboration with ConAgra
Foods. "Over the past 20 months shoppers are heading back to
shopping lists and looking for real value. When they are in the
store, they are shopping in more locations, especially in the
center of the store. Many are turning to canned or prepared
products, which can offer both cost savings and convenience for
those who are cooking and eating at home more."
Recession Inspires Newfound Love of Cooking in Young
Americans
While economics drove many consumers into their kitchens, a
newfound love of cooking may keep them there post recession. Half
of Americans (52 percent) say they expect to cook more in the
coming year than they did last year, and among younger consumers,
the trend is even stronger. Seventy-two (72) percent of those ages
18 to 34 say they will cook more.
Seventy-one (71) percent of younger Americans have started
cooking new dishes, although 59 percent say they don't always know
what they're doing and that they'd like to be better cooks. Still,
they enjoy cooking more so than the general population – 75 percent
compared to 61 percent.
One reason may be that younger consumers believe cooking
increases quality family time. Eighty-one (81) percent say cooking
is bringing their family together, compared to just 68 percent of
the general population.
ConAgra Foods, Inc., (NYSE: CAG) is one of North America's leading food companies, with
brands in 96 percent of America's households. Consumers find
Banquet, Chef Boyardee, Egg Beaters, Healthy Choice, Hebrew
National, Hunt's, Marie Callender's,
Orville Redenbacher's, PAM, Peter
Pan, Reddi-wip and many ConAgra Foods brands in grocery,
convenience, mass merchandise and club stores. ConAgra Foods also
has a strong business-to-business presence, supplying frozen potato
and sweet potato products as well as other vegetable, spice and
grain products to a variety of well-known restaurants, foodservice
operators and commercial customers. For more information, please
visit us at www.conagrafoods.com.
Survey Methodology: This report presents the findings of
a telephone survey conducted among a national probability sample of
1,018 adults comprising 509 men and 509 women 18 years of age and
older, living in private households in the continental United
States. Interviewing for this CARAVAN® Survey was completed
during the period March 26-29,
2010. Results have a margin of error of
+/-3%.
(1) To delve into the post-recession mentality adopted by so
many Americans, ConAgra Foods commissioned a nationwide
"Post-Recession Reality" telephone survey of 509 men and 509 women
18 years of age and older fielded by Caravan.
SOURCE ConAgra Foods