June 20, 2025 – Meal planning encompasses a lot of different concepts. One is bulk cooking to prepare meals for several days. Another is menu planning for the week, including preparing a shopping list. Some people interpret menu planning as knowing what foods they have at home for preparing meals. The good news is that these different aspects of meal planning provide companies, brands, and retailers with many opportunities to be meal planning partners. Partnership can speed up meal planning, add an element of fun, and make meal planning more effective.
North American Consumers Eat at Home More Often
About half of Canadian participants in consumer trends research and slightly less US participants say that they are eating at home more. This means that consumers have more opportunities to plan their meals. However, planning can cause consumers stress because consumers need to plan more meals and make more shopping trips. The meal planning process can become boring, and consumers can get burned out.
Consumers who eat at home don’t mind doing the cooking for the meals because they say that eating at home is more convenient. Where brands can help is with ideas that make preparation more efficient and keep clean-up manageable. This helps prevent consumers from becoming overwhelmed by meal planning.
Companies and brands also can help by offering products and tools to North American consumers that make meal planning easier. One solution is to suggest swaps and shortcuts that encourage consumers to mix and match meal components into ready-to-heat meals rather than cooking from scratch. Easy meal plans that are fast, tasty, economical, and offer variety can be appealing to US and Canadian consumers.
Specific Tactics can Reach Consumers
Companies do not have to try to solve all meal planning challenges with tools and products. They can focus on a specific benefit, for example, meal prep speed, easy recipes, money saving tips, and ways to reuse leftovers. Don’t forget flavor – many North American consumers participating in consumer trends research say that they will pay a bit more for new flavors.
It can be challenging to reach consumers with opportunities for meal planning. US and Canadian consumers are uncertain about the economy and their households are smaller so it can be harder to impact shoppers. Brands that help consumers with meal planning tactics can help become a part of the meals that are planned.
Meal Planning Includes Meals Away from Home
When thinking about meal planning in the US and Canada, remember to include planning for meals eaten away from home. Some meals eaten away from home are eaten in a restaurant while others may be prepared at home but eaten outside of the house. Factors to consider include meals that are portable, maintaining temperatures, and saving money.
Beat the Boredom of Meal Planning
Consumers who eat a lot of meals at home must plan a lot of meals at home, and this can get boring. Brands can offer new flavors for multiple meals as a solution for overcoming boredom with meal planning. Keep in mind that consumers say they are willing to pay more for new flavors.
Look for ways to inspire cooking. Consumers who plan a lot of meals need inspiration but may not turn to brands or grocery stores for inspiring ideas. Food markets that offer creative and inspiring ideas could enhance grocery shopping for the consumer and also make the shopping process more efficient.
According to consumer trends research, consumers in the US and Canada say they may not pay more for convenience, especially if it costs more. They are willing to pay more for flavor. That is why innovation and excitement around flavor is so important for meal planning.
Lots of Solutions for Meal Planning
Meal planning in the US and Canada has more than one solution. Consumers in North America have different ways of eating and styles of cooking, and they prepare meals in different ways. Brands should not feel pressure to offer meal plans for every meal. By offering some solutions for meal planning during the week, brands give consumers flexibility and show that they understand how US and Canadian consumers eat.
What’s Next in Meal Planning Trends in the US and Canada?
US and Canadian consumers want and need money saving solutions, so meal planning tools and products need include ways to save. Technology will become a greater part of meal planning. Brands and retailers can consider technology for meal planning and anticipate future desire for technology tools. Food markets and grocery stores can become go-to locations for inspiration. Retailers are poised to be essential for helping consumers plan their meals through in-store merchandising, various deals, and discount strategies. Work to overcome consumer boredom. Consumers who cook at home can fall into a rut of planning the same meals over and over. Meal planning suggestions that incorporate variety would be welcomed. Be careful regarding the balance between convenience and cost. Consumers may not think convenience is worth a price premium. So, meal planning tips and suggestions should emphasize time savings and cost savings.
This article is based on Innova’s Meal Planning in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
