Consumers are so overwhelmed by their obligations that they prefer quick products that allow them to feel more in control of their time. Some consumers will multi-task to compress more activities but still fail to maintain a healthy lifestyle by cooking from scratch less often and failing to exercise regularly. “Product solutions are needed to restore balance in consumers’ life.”
-Many consumers are feeling overwhelmed by their lifestyle obligations. Time-pressured consumers express strong preferences for quick, efficiency-driven products that allow them to feel more in control of their time. This consumer group will multi-task in order to compress more activities into less time, leading to wide behavioral implications. For instance, time scarcity is a common reason for consumers failing to maintain a healthy lifestyle, including, skipping meals, eating-on-the-go, cooking from scratch less often, and failing to exercise regularly. As a result, consumers are looking to simplify and reduce time in the kitchen. Product solutions are needed to restore balance in the consumers' life (Datamonitor 2009). http://www.ats-sea.agr.gc.ca/inter/5527-eng.htm
--NFU encourages busy consumers to Love Chicken. (2011). Poultry World, 165(2), 16.
The National Farmers Union encouraged chicken lovers to buy an entire chicken rather than pieces by giving out recipes and chances to win vouchers or paid vacation packages. The NFU proposed that buying a whole chicken isn’t just more cash-efficient, but time-efficient because leftovers from the whole chicken can be used in the recipes offered.
--Kramer, L., & Pollack, J. (1998). On the run. (Cover story). Advertising Age, 69(34), 1-35.
Restaurants are finding new creative ways to reach customers with their eyes set on getting their meals as fast as possible. Convenience is said to be at an all new level with foods pre-cooked,