Study shows home most popular dining location
March 15, 2010
by Bryan Salvage
CHICAGO ─ In 81% of U.S. households, home is the most popular location for eating dinner, according to The NPD Group, a Chicago-based research company. Forty-seven percent of consumers report eating dinner with everyone in their household, every night of the week, The NPD food and beverage market research study titled “Dinnertime MealScape Study states.
Dinner is most often consumed in the kitchen, followed by the dining room and then family/living room, the study relays. Approximately 40% of individuals watch television or videos while eating. Although approximately 50% of households reported eating dinner together, shift eating is somewhat sizeable, with more than one in three consumers indicating they ate at a different time from other household members.
Dinner is described as a “full or complete meal” by 68% of consumers; 29% of consumers feel dinner represented more of a “small or mini meal” and 2% viewed it as a snack.
“We found through our research that consumers derive the most enjoyment from preparing meals at home for their families,” said Dori Hickey, NPD director of product management. “When we assessed consumer satisfaction with their dinnertime food and beverage selections, we found that overall satisfaction was higher among consumers who made dinner at home compared to those who ate out or brought food in. It’s really about bringing the family together and nurturing the ones we love by preparing and sharing a meal.”