COVID-19 Redefines Food Consumption Patterns: The New Normal for FCS Professionals

Food is a key aspect of our personal health; hence, it is no surprise that the COVID-19 pandemic has disrupted our food system, transformed our relationship with food, and redefined normal around the world (Janssen et al., 2021). This Feature highlights some of the major changes in food consumption patterns prompted by the pandemic and provides suggestions for family and consumer sciences (FCS) professionals to leverage these changes for new career and market opportunities.

Impact of COVID-19 on Food Consumption

At the onset of the global pandemic, many consumers engaged in panic buying, or over purchasing, resulting in stock-outs and purchasing limits placed on many food items (Chua et al., 2021). Without regard for longevity and freshness, consumers purchased food because of heightened fear and intense pressure from social media (Islam et al., 2021). Supplier shortages and reduced manufacturing capacity further exacerbated the shortage of accessible food (Taylor et al., 2020).

As lockdowns limited physical access to food sources, some establishments grew while others were devasted. The traditional grocery shopping experience was transformed overnight as contactfree delivery surged in popularity. In a study of two metropolitan markets in the United States, there was a 255% increase in grocery pickup service and a 158% increase in grocery delivery services just months after the lockdown (Chenarides et al., 2020). The two greatest concerns were fear of unavailability of stock and fear of infection (Shamim et al., 2020). Many restaurants were caught off guard because they did not have the technological infrastructure in place to quickly adapt to these changes. According to the National Restaurant Association (2021), nearly 110,000 restaurant locations were either temporarily or permanently closed at the end of 2020.

In a study of two metropolitan markets in the United States, there was a 255% increase in grocery pickup service and a 158% increase in grocery delivery services just months after the lockdown.

Conversely, meal-kit subscription companies, such as Hello Fresh and Blue Apron, were strengthened during the pandemic. Projections suggest that this industry will continue to grow, and will reach almost $64 billion by the year 2030—an annual growth of 17.4% (Grandview Research, 2021). Meal kits, once seen as a food option for a select group of Millennials, are experiencing a renewed appetite from a broader spectrum of consumers as they enjoy the cooking and dining experience from the comfort of their homes. Meal kits also offer interesting menu options while minimizing food waste and reducing shopping time (Dumont, 2020). High prices may deter some consumers, but meal subscription services may have an advantage in terms of sustainability. According to Heard et al. (2019), greenhouse gas emissions for grocery meals were 33% higher than emissions from meal kits due, in part, to the streamlined direct-to-consumer supply chain, reduced food waste, and refrigeration considerations.

Throughout the pandemic, more consumers cooked meals in the home and focused their energies on the creation of food. This outcome produced a win-win as individuals gained more knowledge about the food they were putting into their bodies and also honed new cooking skills. Many appreciated the time to prepare homemade dishes and experiment with new recipes. Conversely, some perceived an undue burden because of increased food preparation and the likelihood of snacking on unhealthy foods (Philippe et al., 2022). In a study conducted by Zeigler et al. (2020), 22% of adults reported a weight gain of between 5–10 pounds during COVID-19. According to Redman (2021), however, the eating-athome trend will not disappear anytime soon, with 92% of families aiming to continue or increase cooking at home.

Implications for FCS Professionals

The changes in food consumption patterns are here to stay, and it is imperative that FCS programs align with these trends. From recipe developers for meal subscription companies to brand managers for grocery chains, there is no shortage of open positions. Food-related companies are seeking employees who have the skill sets that can safely bring food to individuals, families, and communities. What is most interesting is that these entry and executive-level positions are situated across multiple FCS content areas (i.e., culinary arts, food science, nutrition, education and training, retailing, health management, and wellness) and are deeply aligned within the Family & Consumer Sciences Body of Knowledge (FCS-BOK).

As a discipline, FCS is positioned to respond to these challenges. Whether that is providing affordable, nutritious meal kit subscriptions to underserved populations or creating new mobile apps for mom-and-pop restaurants, the opportunities are limitless. FCS educators must evaluate current programs and course offerings and respond accordingly. As a low-risk first step, FCS programs could offer academic credentialing in the form of program tracks or certificates strategically aligned with these new growth opportunities in the food supply chain. Specialized areas in food retailing, e-commerce, sustainability, supply chain management, or entrepreneurship would build student competencies in these innovative and marketable areas. Partnerships with other academic units, either on or off campus, have the potential to alleviate resource constraints and leverage existing faculty expertise. Furthermore, this collaborative approach could strategically position interdisciplinary research teams to secure external funding opportunities.

The renaissance, or “rebirth,” of home cooking should not be overlooked by FCS professionals. Perhaps there has never been a more critical juncture in the profession’s history or a more opportune time to reimagine food production and related services. This trend has the potential to spark interest and increase student enrollment in both secondary and post-secondary programs. FCS professionals can extend the content in the

FCS-BOK beyond the traditional classroom—to the communities they serve, whether in locations where new businesses may flourish (e.g., pop-up restaurants, food trucks, test kitchens) or in areas where food scarcity is most problematic (e.g., small rural towns, inner-city populations). Community nutrition programs. Global niche markets. Seamless grocery delivery. Sustainable supply chains. Online cooking channels. How is your FCS program preparing students for these new and exciting career opportunities?

COVID-19 may have changed our view and consumption of food, but the new normal may provide a more sustainable and healthy future.

References

Chenarides, L., Grebitus, C., Lusk, J. L., & Printezis, I. (2020). Food consumption behavior during the COVID-19 pandemic. Agribusiness, 37(1), 44–81. https://doi. org/10.1002/agr.21679

Chua, G., Yuen, K. F., Wang, X., & Wong, Y. D. (2021). The determinants of panic buying during COVID-19. International Journal of Environmental Research and Public Health, 18(6). https://doi.org/10.3390/ijerph18063247

Dumont, J. (2020, June 5). Meal kit industry expected to hit $20B by 2027. Grocery Dive https://www.grocerydive. com/news/meal-kit-industry-expected-to-hit-20b-by2027/579265/

Grandview Research. (2021, April). Meal kit delivery services market size share, & trends analysis report by offering, by service, by platform, by region, and segment forecasts, 2022–2030. https://www.grandviewresearch.com/ industry-analysis/meal-kit-delivery-services-market

Heard, B. R., Bandekar, M., Vassar, B., & Miller, S. A. (2019). Comparison of life cycle environmental impacts from meal kits and grocery store meals. Resources, Conservation & Recycling, 147, 189–200.

Islam, T., Pitafi, A., Arya, V., Wang, Y., Akhtar, N., Murbarik, S., & Xiaobei, L. (2021). Panic buying in the COVID19 pandemic: A multi-country examination. Journal of Retailing and Consumer Services, 59(102357). https:// doi.org/10.1016/j.jretconser.2020.102357

Janssen, M., Chang, B. P. I., Hristov, H., Pravst, I., Profeta, A., & Millard, J. (2021). Changes in food consumption during the COVID-19 pandemic: Analysis of consumer survey data from the first lockdown period in Denmark, Germany, and Slovenia. Frontiers in Nutrition, 8. https://doi.org/10.3389/fnut.2021.635859

National Restaurant Association. (2021, January 26). Restaurant association releases 2021 state of the restaurant industry report https://restaurant.org/research-andmedia/media/press-releases/national-restaurantassociation-releases-2021-state-of-the-restaurantindustry-report/

Philippe, K., Issanchou, S., & Monnery-Patris, S. (2022). Contrasts and ambivalences in French parents’ experiences regarding changes in eating and cooking behaviours during the COVID-19 lockdown. Food Quality and Preference, 96(March), 104386. https://doi. org/10.1016/j.foodqual.2021.104386

Redman, R. (2021, May 13). Study: Most U.S. consumers to stick with eating at home post-pandemic. Supermarket News. https://www.supermarketnews.com/ consumer-trends/study-most-us-consumers-stick-eatinghome-post-pandemic

Shamim, K., Ahmad, S., & Alam, M. A. (2020). COVID-19 health safety practices: Influence on grocery shopping behavior. Journal of Public Affairs, 21(4), e2624. https:// doi.org/10.1002/pa.2624

Taylor, D., Pritchard, A., Duhan, D., & Mishra, S. (2020, August 10). What’s behind the empty grocery shelves. Supply Chain Management Review https://www.scmr. com/article/whats_behind_the_empty_grocery_shelves

Zeigler, Z., Forbes, B., Lopez, B., Pederson, G., Welty, J., Deyo, A., & Kerekes, M. (2020). Self- quarantine and weight gain related risk factors during the COVID-19 pandemic. Obesity Research & Clinical Practice, 14(3), 210–216. https://doi.org/10.1016/j.orcp.2020.05.004