According to research from European bakery expert St. Pierre, 55 percent of the population have enjoyed not having the pressure of being somewhere at a specific time, with 35 percent agreeing that lockdowns have made them ‘live slower’.
As a result of the pandemic, 47 percent say that time-keeping around meal times has shifted. The shift in consumer behavior around meal times means shoppers are looking for versatile products that can work for breakfast, lunch and dinner. With National Brioche Day set to take place on Friday, May 14, sales of America’s number one brioche brand are up 48 percent year on year, with 43 percent of brioche consumers saying they opt for the enriched French dough because of its versatility.
The ‘St Pierre Moments’ research highlights a number of key areas for the food and drink industry. More than a quarter of US adults (30 percent) are snacking more often during the day, while 35 percent have abandoned ‘traditional’ mealtimes.
“The past year has definitely made the nation live ‘slower’ and find joy in the smaller things like indulging in a favorite food,” says Paul Baker, founder of St. Pierre Bakery. “With life starting to open up, people might start to put less pressure on timekeeping and just embrace the social moments.”
St. Pierre finds that 28 percent are eating the first meal of the day later than they did before the pandemic. This has pushed back lunch and evening meals (26 and 28 percent) and led to more brunch decisions for 28 percent of Americans.
“This insight is useful for food and drink businesses and restaurants in particular because it reaffirms what we already suspected – that food has played a greater part in our day-to-day in the past year, than it ever has before,” says Baker. “In fact, 63 percent of Americans are spending more each week on their food shop now than pre-pandemic. But what’s even more interesting is what people are spending that money on.”
St. Pierre commissioned the research through OnePoll in the US and the UK, to help consumers make the most of a renewed love of food ahead of National Brioche Day on May 14.
“The nation has been eager to find new ways to relax and enjoy themselves throughout COVID restrictions; consumers have been looking to try something new that transports them to a favorite restaurant or overseas holiday,” says Baker. “St. Pierre products help to ‘make everyday magnifique’ because, as this research shows, taking time to enjoy good food is a joy to be shared. We’ve got a host of new recipes for National Brioche Day to encourage people to make the most of living slower and get together with great food.”