Breakfast, the “Friday-movie-family-pizza”, Sunday morning brunch, ... moments are sources of opportunities for brands. And “new moments” are rare. The Covid crisis has given rise to a new one, imposed by work from home decisions: the “work-from-home-lunch”. According to our survey, 35% of people over 18 are now working from home (50% of 18-44 year olds), on average 3.5 days a week.
Many surveys show that companies anticipate this new way of working is here to stay (for example, PSA is negotiating for a generalization of teleworking around 3.5-4 days per week).
Focusing on the work-from-home-lunch, brands will have to decipher the codes, capture the mindset of teleworkers at this precise moment and identify the tensions if they want to transform this moment into an opportunity. Our investigation gives the first keys.
What mindset? Work-from-home-lunch = the moment of relaxation, of disconnection during the working day
The comments received are fairly unanimous, the work-from-home-lunch lunch is an opportunity to take a break, a "mental break", a break from work. It therefore has a very important symbolic value.
And 89% of those polled actually think it's a relaxed moment.
Another crucial element of mental framework: at home, teleworkers adopt a "home" architecture of choice: it is the home-made that wins.
In this context, teleworkers have clear expectations: they want a healthy, quick and tasty meal, expectations that can be found in the keywords on social networks (#mangersainement #mangerbien #recetterapide #recettefacile #miam #sogood).
In terms of speed, the average time spent on a meal is 41 minutes, 22 for preparation and 19 for eating, for a meal consisting mainly of a main course (34%) or a main course and dessert (45 %).
But real tensions exist:
- The loss of social ties, particularly marked among 18-44 year olds and households with young kids
- The extra workload (and mental load) of preparing the meal
- And for 70% of 18-44 year olds, the difficulty of renewing themselves ("What is hard is creativity, finding a variety of foods, ideas, even if I continue looking for recipes, after a while I realize that I often buy and do the same thing again. ”). We then find a lot of pasta (pâte), chicken (Poulet) and rice (riz)!
Brands like Quitoque play on this potential lack of inspiration, making fun of family having pasta at every meal.
Beyond the wishes, reality shows a real difficulty in meeting the three expectations. And finally, teleworkers struggle to satisfy the imagined triptych, especially the healthy dimension of the meal.
First and foremost, lunch when you work from home has to be...
These results show that real opportunities exist for brands to offer consumers healthy, quick and delicious meal solutions. These solutions, if they are part of the mental framework of relaxation, or even reinforce it, will find a very favorable echo among teleworkers!
With our agile NPD end-to-end process anchored in real life of consumers AND shoppers, we can help brands quickly put these great initiatives on the market.