NPD Quantifies Dinner-At-Home Trends

  • March 24, 2010
Home is the dominant dinner-eating venue for 81% of U.S. households, and nearly half (47%) report eating dinner with all household members every night of the week, according to The NPD Group's new "Dinnertime MealScape Study."

At the same time, more than one in three consumers indicated that they eat dinner at different times than other household members, and 40% watch TV or a video while eating that meal.

Overall satisfaction with dinnertime food and beverage items was higher among consumers who made dinner at home rather than ate out or brought food in. Dinner is "really about bringing the family together and nurturing the ones we love by preparing and sharing a meal," summed up NPD director of product management Dori Hickey.

Dinner is most often consumed in the kitchen, followed by the dining room and family/living room. As for the nature of the evening meal, 68% describe dinner as a "full or complete meal," 29% as a "small or mini meal" and 2% as a snack.--Karlene Lukovitz



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