A new, post-pandemic normal is reshaping consumer eating routines and occasions, as consumers balance the need for control over their lives with good nutrition and meaningful eating experiences, according to a new white paper from Cargill.

The report, titled “The best of both worlds,” explores the ongoing shifts transforming consumer eating patterns. It notes that consumers have returned to some of their previous routines, including dining out at restaurants and working out at the gym. However, many are still working remotely and socializing differently, a reality which challenges brands to meet people where they are.

“It comes down to consumers seeking greater control in their ever-more-hectic and variable lifestyles,” notes Courtney LeDrew, Cargill senior marketing manager. “The COVID-sparked novelty of home cooking faded quickly, but while consumers crave more convenience-oriented solutions, there’s also opportunity to bolster those offerings in terms of health benefits, sustainability attributes and freshness.”

Flavor mashups, another trend highlighted in the report, continue to shine, as consumers look to maximize food and beverage experiences when they are eating and socializing at home.

LeDrew adds, “Americans, especially younger generations, are once again comfortable socializing with friends but they want products that provide unique experiences and can be easily adapted to accommodate different eating preferences and tastes.”

While premiumization likely will continue to be a key strategy for convenience products, the Cargill report says brands will have to work harder to bring a unique point of differentiation to the table.

“Eating occasions are changing, as consumers balance the need for control over their lives with good nutrition and meaningful eating experiences,” LeDrew concludes. “Convenience and snack foods that combine unique flavors and experiences—while also living up to consumer expectations around nutrition, label and lifestyle—will stand apart in an increasingly crowded marketplace.”

For additional insight into the convenience and snack market, download the white paper from Cargill.