Consumer Digest: School Season Shopping

Consumer Digest Issue 7: School Season Shopping 

Welcome to this edition of the Consumer Digest, our periodic newsletter where we provide relevant, informative, and actionable insights around consumer trends. The school season isn’t just about new notebooks and backpacks—it’s a total reset for household routines, especially in the kitchen. This issue, we explore how the school year impacts spending, cooking, and what is most important when it comes to lunches! Browse the highlights here in our blog or download the full report here. 

Smart Starts: Savvy Spending during the School Season 

Nearly half of households indicate they plan to spend more on Back-to-School Supplies and Groceries compared to last year, but they are being smart about when, where and how they choose to spend their dollars. 

Fresh is Back in Session 

With the school year kicking off, families are hitting reset on their routines by eating out less and cooking more at home. Healthy habits are taking center stage, with shoppers doubling down on fresh produce: 63% are loading up on fruits and veggies, a big leap from just 31% last year. And with 67% looking to prep lunches in advance, convenience and health are the focus for shoppers.  

Midday Meals, Major Opportunity 

Nearly 1 in 3 households are opting for homemade lunches and they’re hungry for value and convenience. Over half of shoppers are hunting for sales or promotions and items that require minimal prep work when shopping for lunch items. What’s filling their cart? Chips/pretzels, cookies/desserts, fresh fruits, juice boxes, sandwich supplies and crackers.  

Back to Routine, Back to Opportunity 

As routines shift with the return of the school season, families are actively seeking structure and simplicity, especially when it comes to mealtimes. This moment presents a valuable opportunity for CPG brands to reset with their consumers, becoming a trusted part of their evolving at-home eating habits and helping them navigate through their busy school season. 

For strategies on how your brand can activate against our insights, download the full Consumer Digest report.