• by Karlene Lukovitz  @KLmarketdaily, December 3, 2009

Salty/savory snacks, easy meals, center-of-plate proteins, sweet snacks/desserts and heat-and-eat breakfasts are the five consumed-in-home food groups that will show the largest growth between 2008 and 2018, according to new report from The NPD Group.

For the report, "A Look Into the Future of Eating," NPD analyzed the current eating behaviors of six generational groups and how these will change as they age and adjust their lifestyles over the next 10 years, as well as population and food category momentum trends. The analysis used 30 years of tracking data on Americans' eating patterns.

The generations studied were Generation Z (born 1990 to present); Generation Y/Millennials (born 1976 to 1989); Generation X (born 1965 to 1975); younger Boomers (1956 to 1964); older Boomers (born 1946 to 1955); and "Generation Silent" (born 1930 to 1945). The report forecasts overall growth rates of 16.1% for salty/savory snacks; 16% for easy meals, 15.1% for protein entrées; 14% for sweet snacks/ desserts; and 13.4% for heat-and-eat breakfasts.

Members of Gen Y are expected to be the primary drivers of growth for the top four categories. The projected growth rates for Gen Y's consumption of servings, by category, are 44% for salty/savory snacks; 42% for easy meals; 22% for protein entrées; and 34% for sweet snacks/desserts.

The youngest set, Gen Z, will drive heat-and-eat breakfast growth. Their consumption of these meals is projected to rise by 4%.

Not just these food groups, but in-home foods and meals in general will continue to benefit as the average age of the population rises over the next decade, points out Ann Hanson, NPD director of product development and author of the report. "As people age, they are less likely to eat out," she says, adding that the analysis also points to a continuation of a trend toward less main-meal skipping. "This means significant opportunities for a wide variety of food manufacturers, and food retailers, as well." More eating at home will also continue to drive demand and growth for convenient, easy-to-prepare food solutions, Hanson says -- hence the growing popularity of snacks that can also serve as meals or side dishes (such as yogurt/yogurt bars) and easy-to-prepare entrées like proteins ( as opposed to multi-ingredient, multi-step entrées like casseroles).

Hanson confirms that the snack and convenience trends are also very much at work within both the younger and older segments of Boomers, who represent "such a huge portion of the population." Empty nesters, for example, need not worry about preparing full meals for children, she notes.

An aging population will also mean even greater momentum for "better-for-you" foods, including organic fruits and vegetables and foods offering reduced sodium and sugar content, according to the research. In fact, NPD expects organic foods, across categories, to grow by 41% by 2018.

Light/diet/low-calorie labels, across categories, are projected to grow at 18%.