More Americans Now Say Yes to Dining In; No to Cooking
Compared to the last 20 years, more and more Americans have found enjoyment in staying home for dinner than dining out. While many people would think that the Food Network might have something to do with it, it turns out that it is not the case.
According to the NPD Group, a leading market research company, as more Americans like the idea of having dinner at home after work, they are also getting into the habit of using their microwave ovens more often.
Yes, it’s not a case of cooking up a meal and starting it from scratch.
The results of the market study showed that there is an increased number of Americans who favor microwave ovens over stove tops. This wasn’t the scenario 20 years ago. From the last two decades’ 20% of meals prepared at home using the microwave oven, the number has increased by at least 10% starting last year.
The report on the annual compilation on the US food and beverage market states that not only do Americans dine out less, they also cook less. Harry Balzer, chief industry analyst at the NPD Group and author of the report said, “We are using our microwave ovens to warm more and heat more, but not to prepare dishes from scratch.”
Despite the Food Network and other cooking shows on TV, meals prepared using the stove top has declined from 52% in 1985 to 33% in 2009.
It is not surprising why sales of pre-prepared meals in supermarkets have sky-rocketed considerably over the last year.