Going Gourmet for Guests

Although Americans have guests for dinner less frequently than they did two generations ago, according to the NPD Group’s 28th National Eating Trends 2013 Report, home entertaining is a large and lucrative food and beverage opportunity. Increasing demand for more gourmet guest fare, pre-prepared party platters and takeout, take-home buffets, and more culinary-themed home events are moving this high-margin sector center stage.

According to the Specialty Foods Assn.’s 2013 Specialty Food Consumer report, 41% of consumers regularly host guests at home. Casual get-togethers are the most popular guest event, per Blockbusters’ 2012 Consumer Home Entertaining Survey.

IRI’s 2013 State of the Snack Food Industry report notes that 49% of consumers say they snack more during social occasions; 27% say that it’s worth paying more for gourmet snacks for guests. More than one-third (35%) of meal preparers frequently entertained friends/family members at their house for a meal last year; those ages 18–34 were most likely to do so, reports Multi-Sponsor Survey’s 2012 Study of Cooking Knowledge & Skills.

According to Mintel’s 2012 Planned At-home Events report, 62% of consumers hosted a winter holiday dinner, 45% a summer holiday party, 39% an adult dinner party, 39% a kids’ party, 24% a sporting event get-together (e.g., watching the Super Bowl), 19% a cocktail party, and 12% a home sales event (e.g., a party to sell jewelry).

One in three consumers (30%) buys specialty/gourmet food items when hosting a special occasion at home; 15% purchase them to keep on hand for unexpected guests, and 13% do so to impress their family/friends, explains the Specialty Food Assn.’s report.

According to Technomic Inc.’s 2012 Parties Off-Premise Report, 42% of home party organizers planned to serve finger food/hors d’oeuvres, 40% sandwiches, 38% desserts, and 36% everyday foods such as pizza, chicken wings, and potato salad for a recent at-home event.

Mintel data show that 78% of last year’s planned in-home events featured alcohol; thus it seems likely that refreshments that function as “cocktail companions” will be in high demand.

Expect to see a new wave of appetizers, too. According to Technomic’s 2013 Starters, Small Plates & Sides Consumer Trend Report, 57% of consumers would order breaded veggies if offered at a restaurant, 47% stuffed mushrooms, and 45% spring rolls. Bread appetizers (e.g., garlic bread, bread sticks, cheese breads) appeal to more than half of consumers; seafood, spinach/artichoke, and cheese dips appeal to more than four in 10.

According to Nielsen Perishables Group, specialty deli meat experienced strong growth in volume and dollar sales this past year. Prosciutto, pancetta, and salamis are piquing customer interest, reports the International Dairy, Deli, Bakery Assn.’s (IDDBA) What’s in Store 2014.

IDDBA notes that specialty cheese accounts for nearly two-thirds of deli cheese sales; Gouda, Brie, blue, and goat cheese are increasingly strong sellers. Watch for affinage, the art of aging cheeses, to move into the spotlight.

Savvy marketers are pairing crackers with cheese. American Vintage Wine Biscuits are made with wine or beer. There’s likely to be a niche for more upscale drink mixers. Fever-Tree Premium Sparking Lemon mixes are made with Sicilian lemons, for example. Gourmet lemonade, specialty iced tea, “mocktails,” and aqua fresca, which are all among the hot soft drink trends for 2013, according to American Culinary Federation chefs, are perfect party fare.

It’s time to fill the need for more mini high-end desserts. Delizza Patisserie’s Belgian frozen mini éclairs and cream puffs come 30 per package, making them an optimal addition to the menu at larger events.

According to Mintel data, 38% of consumers purchased products from a bakery for their most recent at-home social event, 27% bought premade items from a grocer, 17% used restaurant take-out/delivery, 12% had food catered by a restaurant, and 9% had it supplied from a catering group.

One-third (32%) of consumers bought a meat/cheese or veggie prepared platter for their last party, according to the Technomic Parties Off-Premise—POP report. In addition, 28% purchased potato salad, 27% a fruit platter, 27% dessert, 25% chicken wings/chicken pieces, 20% a party sub, and 18% pizza.

Technomic data show that one in five consumers places a large catering order (for more than eight people) for takeout at least once every three months. In addition, one in five consumers says they would use quick-service restaurant catering for a home party.

Lastly, convenient products that let “cooks” be creative are set to soar. Products like Kane Candy’s easy-to-fill Chocolate Tuxedo Cups and East Riding Farm’s all-natural edible frozen bowls can make any host look like a high-end chef.

A. Elizabeth Sloan,
Contributing Editor
President, Sloan Trends Inc.,
Escondido, Calif.
[email protected]