FOSTER CITY, CALIF. — The culinary landscape is witnessing a significant evolution as traditional meal times undergo a transformation, according to the latest insights from Mattson’s 2025 Macro Movements trends report.
This analysis sheds light on the dynamic changes taking place within the foodservice and retail sectors.
Daytime & Daypart Disruption
A key trend emerging from the report is known as “Daytime & Daypart Disruption.” This trend reveals a shift in how consumers are modifying their eating habits.
With the advent of remote work, many individuals now crave flexibility not only in their professional lives but also in the timing and nature of their meals.
This newfound liberty has had a profound influence on dining behaviors.
The COVID-19 pandemic has been a driving factor in this transformation, as foodservice establishments report a decline in customers during morning and lunch hours.
The all-important time frame of 9 a.m. to 2 p.m. has seen a marked decrease in patronage since 2019.
Barb Stuckey, the chief new product strategy officer at Mattson, observes that the lunch hour, once considered essential, has significantly lost its appeal for quick-service restaurant (QSR) operators.
Meanwhile, new and exciting dining options are sprouting up throughout the day, providing creative alternatives to the traditional three-meal approach.
The Rise of Snacking
As mealtimes evolve, consumers have discovered a new enjoyment in snacking both in the morning and evening.
These time slots have become increasingly appealing due to their affordability—typically costing $3 to $5 less than standard lunch or dinner options.
For example, Subway has recently launched an enticing collection of footlong cookies, while well-known brands like Crumbl Cookies and Insomnia have flourished, capitalizing on the burgeoning trend of nighttime snacking.
Both brands are experiencing significant growth, with plans for expansion in 2024.
Beverages are also joining the snacking trend with innovative offerings. “Dirty sodas,” a fun concoction that mixes fizzy drinks with indulgent ingredients such as sweet cream and candy, exemplify how drinks are transitioning into satisfying snack alternatives.
The trend of viewing snacks as substitutes for traditional meals continues to gain traction, illustrated by the rise of the concept known as “girl dinner.” This phenomenon signifies a cultural shift towards enjoying convenient snack items as complete meals.
With increasing inflation, many consumers are on the lookout for easier meal prep solutions, and snacks have become more multifunctional than ever before.
Snack-Infused Meals
To highlight this shift, statistics reveal that in 2024, 37% of meals incorporated a snack element, a notable increase from just 29% in 2010.
While snacking tendencies are particularly strong among Gen Z, Stuckey points out that individuals from all age groups are embracing this habit, especially at breakfast.
Replacing an entire meal, like lunch, with snacks has become a more common practice than it was ten years ago.
The catalyst for this gradual change, as Stuckey emphasizes, primarily hinges on one vital component: protein.
This essential nutrient plays a crucial role in maintaining a feeling of fullness.
Whether through beverages fortified with protein or snacks brimming with this nutrient, consumers now enjoy a variety of options that help sustain them throughout the day.
In conclusion, as the traditions surrounding meal times shift, the emphasis on flexibility, affordability, and satisfying choices within the food and beverage industry paints a promising future.
Exciting opportunities abound as consumers embrace their evolving dining habits and explore the delightful possibilities of snacking any time they wish.
Source: Foodbusinessnews