Consumer Uncertainty and Resilience Redefine F&B Consumption

Traditional lines between meals and snacks are blurring as customers seek out versatile, convenient options amid economic uncertainties, according to Circana’s 40th annual “Eating Patterns in America” report. The study analyzed more than $1.7 trillion spent on more than 618 billion eating and drinking occasions finding that the gap between snacking occasions and meal-replacement snacking continues to shrink, with 462 annual snacking occasions now occurring during mealtimes compared to 789 between meals.

“Consumers value the convenience, quality and experience that top-performing restaurant operators provide,” David Portalatin, senior vice president and industry advisor for Food and Foodservice at Circana told Modern Restaurant Management (MRM) magazine. “Growth in visits to fast casual restaurants, on-premises occasions, and the convenience of ordering digital and for delivery are all examples of growth spots in the restaurant landscape.”

Additionally, the return-to-office movement is creating new demand patterns, with office occupancy averaging 52 percent in 2025 compared to 49 percent the previous year, the report found. 

“The return-to-office movement signals a disruption in our daily rhythms. Emerging moments arise throughout the day that may not align with the traditional notion of breakfast, lunch, or dinner.”

Portalatin said results showed pockets of opportunities for operators as mid-morning occasions perform well despite it not being quite breakfast or lunch. Similarly, afternoon and late-night occasions have generally done better. 

Operators should think about versatile portion sizes, portability and value price points that empower the consumer to craft occasions that may be a snack, a light meal, and can be on-the-go.

“This means operators should think about versatile portion sizes, portability and value price points that empower the consumer to craft occasions that may be a snack, a light meal, and can be on-the-go.”

Portalatin characterizes the current state of consumer behavior with two words: uncertainty and resilience. He notes that while consumer sentiment is a drag on spending at restaurants due to job market uncertainty and the cumulative effect of inflation, consumers and operators remain resilient. And, despite the average check at commercial restaurants increasing, there are signs of economic resilience, with relatively low inflation, strong employment, and continued growth in food and beverage spending midway through 2025, according to the report.

Additional trends uncovered in the report include:

• Surge in protein demand: 41 percent of adults actively seek to increase protein intake, boosting sales of protein-rich products.

• "Return to purity" trend: Consumers are increasingly avoiding artificial sweeteners (28 percent of adults), colors, and ultra-processed foods, aligning with "Make America Healthy Again" initiatives.

“Twelve percent of consumers describe their restaurant meal as ‘high protein,’ and customer traffic on such visits is up nine percent year over year,” Portalatin said. “As the national narrative on health turns or focuses on cleaner ingredients and minimal processing, consumers are increasingly seeking a variety of healthy attributes in their meals.”

Looking ahead, Portalatin anticipates a more home-centric holiday dining season. 

"The opportunity in foodservice is to find ways to contribute to the at-home holiday occasion by providing speed-to-table convenience in the form of prepared food items." 

For 2026, he expects modest improvements in customer traffic if inflationary headwinds ease and labor markets remain healthy.

“Operators who innovate with new items, limited-time offers, offer relative value, and provide consistent quality and execution will find growth in an otherwise flat market.”