The call for convenience has never been louder. Many home cooks are tiring, and while they may be increasingly price conscious, many are willing to spend a little more on foods they deem to be convenient.

Traditional notions of convenience, defined in terms of easy, quick and accessible, were about helping the consumer by taking away the thought, time and physical energy needed to procure and prepare food, according to “COVID-19 and New Modern Convenience,” a white paper from The Hartman Group, Bellevue, Wash. The COVID-19 pandemic is forcing consumers to re-evaluate existing concerns and new trade-offs, which has implications for convenience.

“The pandemic is causing elements of ‘modern’ convenience to take on new meaning and relevance in line with shifting needs,” said Laurie Demeritt, chief executive officer of The Hartman Group. “New definitions and nuances of ‘empowering’ convenience prioritize consumers’ role in caring for self and others, while ‘engaging’ convenience emphasizes purpose-driven purchases. ‘Flexible’ convenience in a pandemic context allows consumers to create adaptable pantries and versatile food solutions.”