Lunch Preferences Vary by Generational Group

CHICAGOPurchasing habits and attitudes regarding lunch varies by generational group, with Millenials (aged 18 to 34) being the largest group to dine out for their midday meal and the largest group to order value items of a menu, according to a new Technomic market trends report.

Technomics Lunch Consumer Trend Report" also revealed while baby boomers also are motivated heavily by value, overall health and quality of food are the main factors that influence their lunch choices.

The most health-conscious consumers skew 45 and older, so their value equation is different than that of a younger person who sees value primarily as a price issue. Older consumers are less likely to perceive value in dollar menu items because of the broader context of their motivations," said Technomic Director of Consumer Research Sara Monnette.

Other key findings include fast, portable and inexpensive lunch options are top priorities at restaurants and other foodservice locations during the work week; however, these lunch-time preferences shift, and consumers pay more attention to customization and a fresh preparation than other attributes.

More than 35% of survey participants still purchase lunch from a restaurant or other foodservice location at least twice a week, and roughly 30% of all lunch occasions include food from restaurants or other foodservice operations.

Interestingly, more than half of all consumers indicate they skip lunch at least once a week, and about two-thirds replace lunch with a snack at least once a week. Forty-seven percent visit the same few familiar restaurants at lunch; however, two out of five want a variety of foods for lunch to customize their dining experience.