The Grocery Industry Confronts a New Problem: Only 10% of Americans Love Cooking

HARVARD BUSINESS REVIEW

The supermarket and grocery business is likely to suffer strong headwinds in the future, due to long-term shifts in consumer behavior. Although many people don’t realize it yet, grocery shopping and cooking are in a long-term decline. They are shifting from a mass category, based on a daily activity, to a niche activity that a few people do only some of the time.