The convenience truth - Data reveals a global shift in eating habits
Life’s picked up speed, and work happens wherever there’s a Wi-Fi signal. For many, that’s changed the way we eat and drink. What was once called ‘convenience’ has become something more — flexibility. It’s more than grabbing something on the go; it’s about finding food and drink that can bend, twist, and fold itself into the unpredictability of modern life. Simple demands Across the globe, there’s a clear trend: people want their meals simpler, and more flexible. We’re talking about the ability to fit food and drink into a life that doesn’t follow a set schedule. Over three years, we analysed 3 million food and drink occasions across nine countries, breaking them down into 14 “moments of truth”. The ability to adapt to these evolving moments of consumption presents a significant opportunity for brands to differentiate themselves by being meaningfully different. The United Kingdom provides a good example of the wider trend towards flexibility. For Brit, there’s been a noticeable shift t...