BUFFALO, NY — A recent shopper insight study conducted by Rich Products (Rich’s) has unveiled a significant trend in consumer behavior, indicating a preference for smaller, food-centric gatherings over larger events. The study, carried out in 2023, reported that 58% of respondents favor more intimate gatherings, contrasting with the data from September 2023, which showed 38% of participants engaging in gatherings exceeding 10 people during the summer, traditionally a peak season for special occasions. Remarkably, this shift towards smaller gatherings was noted to have commenced prior to the onset of the COVID-19 pandemic.
In terms of culinary experiences, the study by Rich’s highlighted that food at these events has evolved into a “forum for discovery,” serving as both an enticement for attendance and a conversation starter. An impressive 79% of respondents expressed a penchant for trying new and interesting foods during these smaller gatherings.
According to the study, the Cleveland Research Co. revealed that consumers are poised to increase their average spending on at-home entertainment to $900 in 2023, up from $800 in 2022, underscoring the prevailing preference for home-based entertainment.
Amanda Buonopane, Senior Manager of Strategic Insights at Rich Products, noted, “Over time, home entertaining has shifted away from formal dinner parties to more casual social events with smaller, bite-sized food options, which not only impacts food and beverage buying behaviors but also manifests in how and where people gather at home. For example, we’re seeing the ‘disappearing dining room’ trend among the younger generation. They prefer open floor plans with more flexibility for guests to grab a snack while socializing around the kitchen island.”
The study also delved into the reasons behind the rising popularity of smaller gatherings. Sixty-one percent of respondents cited casual get-togethers with friends as the most common events they attend (about twice a month or more), while 58% frequently participate in laidback gatherings such as barbecues, pool parties, and picnics. Additionally, 40% expressed a preference for staying at home during the holidays. Notably, the study revealed a decline in the popularity of major milestone celebrations, with 82% of respondents attending birthday or anniversary gatherings once a month or less, and 44% rarely participating in these significant celebrations throughout the year.
