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Seasonal Dining Trends - US - January 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
The fine dining gap
Figure 1: Dining out visitation, fine dining, by generations, October 2016
A higher seasonal expectation
Figure 2: Seasonal statement agreement, by location, October 2016
The opportunities
Nostalgia hits a sweet spot
Figure 3: Seasonal associations, by age and income, October 2016
iGens show their own seasonal preferences
Figure 4: Interest in savory seasonal menu dishes, by generation, October 2016
Women show a more emotional perspective towards seasonal
Figure 5: Seasonal associations, by gender, October 2016
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Presentation matters
The impact from natural
Retail pushes forward competition
MARKET FACTORS 
The natural movement
Figure 6: Number of menu mentions for ingredient claims. Q3 2015-16
Social media drives seasonal influence
Figure 7: Social media usage, at least daily, by gender and age, December 2016
Seasonal packaging
MARKET PERSPECTIVE 
Seasonal retail trends fall into two buckets
Figure 8: Percentage of Food and drink items with a seasonal claim, 2011-16*
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Pumpkin Spice Lattes are sticking around
Any dish can be seasonal
A seasonal pop-up
WHAT’S WORKING?
Sip, stir and enjoy: A taste for seasonal beverages
Nostalgia with a dash of innovation
WHAT’S STRUGGLING?
Artificial flavors
WHAT’S NEXT?
The “everyday” seasonal
The seasonal pop-up experience
International seasonal trends
MMI SEASONAL DATA
Seasonal menu claims versus ingredient claims
Figure 9: Seasonal ingredient claims versus seasonal menu item claims, Q1 2015 – Q4 2015
Classic seasonal beverages become less seasonal
Figure 10: Number of Rose Menu Mentions, Q1 2014 – Q1 2016
Figure 11: Number of Hard Cider and Fruit Beer Menu Mentions, Q3 2015– Q3 2016
Seasonal limited time menu items
THE CONSUMER – WHAT YOU NEED TO KNOW 
Consumers crave seasonal coffee drinks
A seasonal balance of indulgence and health
An earthy fall
A LOOK INTO DINING OUT SEGMENTS
Convenience versus experience
Figure 12: Dining out visitation, October 2016
Must love coffee and snacks: A Millennial trend
Figure 13: Dining out visitation, by Millennials, October 2016
Figure 14: Dining out visitation, by Hispanics and Millennials, October 2016
Dining out with the entire family
Figure 15: Dining out visitation, by parents and nonparents, October 2016
A sophisticated approach to seasonal
Figure 16: Dining out visitation, fine dining, by generations, October 2016
INTEREST IN SEASONAL DISHES 
A sweet and healthy seasonal spectrum
Figure 17: Interest in seasonal menu dishes, October 2016
iGens are carving their own seasonal preferences
Figure 18: Interest in savory seasonal menu dishes, by generation, October 2016
Figure 19: Interest in sweet seasonal menu dishes, by generation, October 2016
Hispanic Millennials have a seasonal sweet tooth
Figure 20: Interest in sweet seasonal menu dishes, by Hispanic Millennials and Non-Hispanic Millennials, October 2016
Men favor indulgence, while women lean towards variety
Figure 21: Interest in seasonal menu dishes, by male and female, October 2016
SEASONAL DISH ASSOCIATION 
Sweet comfort
Figure 22: Seasonal dessert association, October 2016
Figure 23: Seasonal dish association, October 2016
SEASONAL WORD ASSOCIATION
The emotional and direct seasonal association
Figure 24: Seasonal associations, October 2016
Women maintain stronger emotional ties to seasonal
Figure 25: Seasonal associations, by gender, October 2016
Nostalgia never fades
Figure 26: Seasonal associations, by age and HH income, October 2016
Figure 27: Seasonal associations, by age and HH income, October 2016
SEASONAL NON-ALCOHOLIC BEVERAGES
Coffee reigns supreme in seasonal beverage interest
Figure 28: Seasonal non-alcoholic beverage preferences, October 2016
Figure 29: Seasonal coffee drink preferences, by age, October 2016
Men show interest towards seasonal soft drinks
Figure 30: Seasonal beverage preferences, by gender, October 2016
SEASONAL ALCOHOLIC BEVERAGES
Beer leads in seasonal alcohol preferences
Figure 31: Seasonal alcoholic beverage preferences, October 2016
Millennials lead in seasonal alcohol preferences
Figure 32: Seasonal alcoholic beverage preference, any alcohol, by generation, October 2016
Women prefer cocktails, men prefer beer
Figure 33: Seasonal alcoholic beverage preference, by gender, October 2016
Seasonal food and alcohol pairings
Figure 34: Seasonal alcoholic beverage preference, by HH income, October 2016
SEASONAL ATTRIBUTES – CORRESPONDENCE ANALYSIS
Fall and winter
Figure 35: Correspondence Analysis –Seasonal characteristics by season, October 2016
Spring and summer
The season-less combo
Seasonal attribute differences by gender
Figure 36: Fall seasonal attributes, by gender, October 2016
Figure 37: Winter seasonal attributes, by gender, October 2016
Figure 38: Spring  seasonal attributes, by gender, October 2016
Figure 39: Summer seasonal attributes, by gender, October 2016
SEASONAL ATTITUDES 
A seasonal treat
Figure 40: Seasonal statement agreement, October 2016
Urban consumers value the seasonal experience
Figure 41: Seasonal statement agreement, by location, October 2016
Women enjoy seasonal dishes from varied perspectives
Figure 42: Seasonal statement agreement, by gender, October 2016
The Millennial parent equation
Figure 43: Statement agreement, “I’m willing to pay more for seasonal dishes,” by generation and parents versus nonparents, October 2016
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – CORRESPONDENCE ANALYSIS
Methodology
Figure 44: Seasonal characteristics by season, October 2016

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