It’s that time of year again (at least here in the States) when we focus on all that we are thankful for in our lives. For most Americans, however, this year it will cost a lot more to do so. According to the September 2022 Bureau of Labor Statistics, over the past year alone the price of food consumed at home has risen by 13 percent. The cost of dairy and dairy-related products rose 15.9 percent and cereal and bakery products soared 16.2 percent in that same time period with the remaining grocery category increases ranging from 9.0 percent (meats, poultry, fish and eggs) to 15.7 percent (other food at home). This inflation that is impacting most if not all industries right now is, as detailed in the recently published NPD Group “2022 Eating Patterns in America” report, one of six macro trends currently changing food and consumption behaviors among consumers. Although the disrupted eating habits caused by the COVID-19 pandemic seemed to be almost returning to pre-pandemic normalcy, continually rising price increases of just about everything, including food, has caused another major disturbance in these patterns. As a result, people are not only cutting back on eating out, they are also bargain hunting for the meals they eat at home.
“The rate of change in U.S. consumers’ eating behaviors continues at a dizzying pace,” said the author of the report, David Portalatin, an NPD food industry advisor. “Anyone hoping to return to normal must understand that there is no normal, only an ongoing evolution as we respond to new realities.”
The other five micro trends listed in the report as influencing U.S. food consumption behaviors are: economic transition; differences in behavior between income groups (income bifurcation); “sticky” behaviors adopted during the pandemic that have become the norm; an increased focus on total wellness; and a return to convenience.
“America’s eating patterns are shifting to adjust to new realities, and food manufacturers, foodservice operators and retailers will need to adjust their offerings and services accordingly,” observed Portalatin. “Although the one constant is change, there is a constant to count on, the U.S. consumer will always need to eat, and then it’s a matter of figuring out what, how, when and where.”
While many people will continue to experience sticker shock while food shopping, at least two grocery chains are hoping to offer some sort of financial buffer to their customers, at least for Thanksgiving. This month discount supermarket chain Aldi US introduced its “Thanksgiving Price Rewind” promotion in which the retailer is matching 2019 prices on several food offerings including beverages, appetizers, sides and desserts with discounts of up to 30 percent. Consumers will find the “Thanksgiving Price Rewind” icon on several items throughout the store including brie, prosciutto, mini-quiches, cornbread stuffing, fresh brown-and-serve rolls, macarons, apple pie and wines.
“Providing amazing products at the absolute lowest prices is what we’ve always done, and we know right now that’s more important than ever,” said Dave Rinaldo, president of Aldi US. “We expect to welcome tens of millions of customers in our stores this Thanksgiving season, and we want them to know they can count on us. So why not attempt that additional side dish this year, or invite over a few more friends or family members? You can rest easy knowing Aldi has your back this Thanksgiving, and beyond.”
Fellow discount supermarket chain and perennial competitor Lidl US is also offering its own sort of holiday-related relief for cost-minded shoppers. The Arlington, VA-based U.S. division of Lidl announced that its Thanksgiving Basket is back again this year, providing the opportunity for its shoppers to put together a traditional Turkey Day meal that feeds up to 10 people for less than $30. Modeled after items listed in the American Farm Bureau Federation’s annual Thanksgiving Dinner Cost Survey, the basket includes a 13-pound frozen turkey, pumpkin pie mix, two pie crusts, one gallon of milk, one whole bunch of celery, a 16-ounce package of baby carrots, a 16-ounce bag of sweet peas, 12 ounces of fresh cranberries, a three pound bag of sweet potatoes, a pint of heavy whipping cream, three boxes of turkey stuffing mix and a 12-count package of Hawaiian Sweet Rolls.
“Even as grocery prices rise nationally, shoppers can rely on Lidl for the best deal to feed their family this holiday season,” said Stefan Schwarz, Lidl U.S. chief product officer. “We are proud to offer shoppers at Lidl a delicious Thanksgiving dinner with all the fixings for less than $30. We hope our low prices give families some financial relief as they come together this holiday season.”
The basket is only available while supplies last, so if you’re interested in this great deal, get yourself to a Lidl sooner rather than later because at this price, I think it will sell out.
And for those people who are truly in need, the Safeway Feast of Sharing will once again be taking place at the Walter E. Washington Convention Center in Washington, DC on November 23. This free Thanksgiving event, which is in its 23rd year, serves a holiday meal to nearly 5,000 community members and this year is the first time since 2019 that it is taking place in-person. Local Washington, DC., neighbors will receive a turkey lunch meal box at the grab-and-go event, as well as a gift bag filled with winter clothing and other items. Safeway Pharmacy will also be offering a vaccine clinic onsite (with COVID vaccines and boosters, flu shots, and pneumonia shots).
“Safeway Feast of Sharing is a cherished holiday tradition, and we are delighted that we can continue our tradition of sharing and caring, this year reconnecting in person,” said Jim Perkins, president of Safeway Mid-Atlantic division, which consists of ?? stores. “This Thanksgiving, we are proud to work with our local partners to provide meals and gifts to our guests, allowing us to keep the Safeway Feast of Sharing spirit alive.”
And on that note, I am wishing all of you a very Happy Thanksgiving – may both your bellies and hearts be full!
Until next month…
Karen can be contacted via email at [email protected].