Americans tend to split their eating activity into two types: primary and secondary. Understanding these patterns could help you design campaigns to increase sales for your food and beverage manufacturers and retailers.
The average adult spends 67 minutes a day engaged in primary eating and drinking which is defined as the main activity being undertaken at that time. Primary eating and drinking occurs:
- At home 67%
- At work 13%
- In a restaurant or bar 11%
- Other 9%
Consumers spend 16 minutes a day engaged in secondary eating and 41 minutes a day engaged in secondary drinking. Common accompanying activities include:
- Relaxing/leisure such as watching TV or movies
- Paid working
- Preparing food/drink
- Cleaning house
The peak hours for primary and secondary eating and drinking occur between noon and 1 p.m. and 6 to 7 p.m.This data suggests that ad campaigns run during noontime or dinnertime could encourage consumers to think about purchasing a specific product or visiting a specific bar or restaurant. And an online campaign could encourage staffers to influence co-workers about where to buy lunch. Read the rest of this report for more data.
Source: Amber Waves, U.S. Department of Agriculture, June 2008