The Shift Toward Convenience in Consumer Food Consumption
A noticeable shift has taken place in how consumers approach food consumption, with many seeking convenience items to replace traditional meals.
A January 2025 press release by leading data analytics company, Euromonitor International, shared that one in every six adult residents in the United States shifted their eating habits in 2024, consuming at least one convenience food item in place of a traditional daily meal. The percentage of U.S. residents replacing meals with snacks rose 3% year over year, from 14% in 2023 to 17% in 2024. This shift signals a growing demand for convenience in consumer food consumption as more people are seeking portable, quick, and easy-to-consume solutions to fit their fast-paced lifestyles.
The 2024 IFIC Food & Health Survey commissioned by the International Food Information Council (IFIC) shared even more profound findings. The survey declared that 56% of Americans replaced traditional meals with snacks or by eating smaller meals last year. These combined statistics highlight a significant change in consumer behavior that is actively reshaping the ever-evolving food and beverage industry.
The Increasing Demand for Convenience
The shift toward convenience in consumer food consumption is being driven by a variety of factors. Fast-paced lifestyles have become the new normal for many consumers. Ongoing effects from the post-pandemic era such as increased travel and the evolution of the modern workforce have also contributed to the rising demand for convenience foods.
Traditional meals have become increasingly less practical for daily preparation in today’s world. Many adults are still working remotely and balancing various roles. Many consumers feel there isn’t enough time to sit down and eat a traditional meal—let alone cook one. This reality has led many to seek out alternatives that are nutritionally balanced and easy to consume.
An Opportunity Shift for Food Brands and Formulators
Meal replacements such as ready-to-drink smoothies and single-serve functional beverages have gained significant traction in recent years. Many brands now offer a wide variety of ingredient and flavor options with varying nutritional benefits.
While transparency and clean label claims continue to trend upward, Snac International’s 2024 State of the Industry Report shared that 55% of consumers valued protein as the most important health claim on their product labels. To top it off, one-third of Americans claimed they had less than 30 minutes per day to prepare and consume meals.
As consumers grow increasingly pressed for time and knowledgeable about the health benefits of functional ingredients, they are actively seeking out products that contain them. When it comes to functional beverage consumption, data shows that consumers still aren’t willing to sacrifice on taste.
The 2023 IFIC Report shared that 87% of consumers prioritize flavor when choosing a beverage.
Instantize Protein Powder with Organic Sunflower Lecithin for Convenience
Incorporating sunflower lecithin in protein powder offers various benefits to brands formulating ready-to-mix beverages and meal replacement shakes.
Not only does it serve as a natural allergen free lecithin source, it offers a neutral odor and flavor with excellent stability due to a low content of linolenic acid.
Lecithin also works to reduce the surface tension of a liquid. This enables it to penetrate and disperse uniformly when applied to plant protein powder. This property is known as ‘wettability’ which is different from solubility. Solubility is where a substance fully dissolves into a liquid.
One of the main issues with single source plant protein powder upon blending is the inability to disperse evenly. Applications like smoothies and protein shakes require an emulsifying solution like lecithin.
With the growing demand for convenience, transparency and clean labels, Austrade’s certified organic sunflower lecithin is the ideal solution. This product offers instantizing and emulsifying properties for a variety of formulations, not solely limited to beverages.
Key points about the main role of organic sunflower lecithin in instantizing protein powder:
· Emulsification properties:
Lecithin has a unique structure with both hydrophilic (water-preferring) and hydrophobic (water-opposing) elements. This allows it to bridge the gap between water and protein powder particles, facilitating their dispersion.
· Surface tension reduction:
By lowering the surface tension between water and protein powder, lecithin enables water molecules to actively penetrate the powder. This aids in the prevention of clumping and allows for even distribution.
· Coating mechanism:
When added to a substance like sunflower protein powder during food processing, lecithin coats the individual particles. This helps to create a layer that readily interacts with water when mixed.
Catering to the Evolving Consumer
It is essential for brands to recognize the growing consumer preference for convenience and nutrition in food consumption preferences. Offering healthy, innovative meal solutions with a high protein content is key to meeting the needs of today’s modern consumers.
Whether through functional plant-based beverages, nutrition bars or other convenient snack options, brands that align their offerings with this growing demand will be well-positioned to thrive in a market that is increasingly driven by time constraints and a desire for value.
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