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Marketing Daily reports on an NPD Group study of changing food consumption habits in the US, and notes that increases in food prices are having one specific impact – they are making leftovers a lot more popular.

Almost 60 percent of people surveyed said they are eating leftovers for dinner at least once in a two-week period, Harry Balzer, vp of The NPD Group, tells Marketing Daily.

And, the story says, “55% say they are preparing more meals at home than they did a year ago, while 54% are stocking up on groceries. The report, which found one third of adults feel their financial situation is worse this year than last, says those with larger families are most concerned.”

There’s also something else unique happening, Balzer says. For the first time in years, food price increases are not being offset by more women entering the workforce, which traditionally has offset higher food costs.

KC's View:
What all this means, according to the story, is that “home” is the big winner – and supermarkets, which offer 1) ingredients, 2) prepared foods, and 3) complete meals, are perfectly positioned to take advantage of this trend.

However, I would suggest that perfect positioning only will take you so far. One has to really be aggressive about taking advantage of this positioning if one is going to take advantage of this trend.

And, by the way, I find the information about women not entering the workforce in increased numbers particularly fascinating.