People may be creating more food experiences at home, but many of them are also heading back to working at the office. Parker pointed out cues from some foodservice operators that could be incorporated at the retailer level as well to draw in consumers and cross-promote related items and departments, including fresh bakery and packaged baked goods. She suggested creating bundles with a fixed price point that include morning coffee and a breakfast item like a pastry or breakfast burrito.

In looking back at the consumer behavior, Parker also pointed out that it didn’t necessarily mean they were immediately going the cheaper route. For many, the higher price points simply mean more intentionality behind the purchase.

“They’re not necessarily switching brands,” Parker said. “When you look at the fresh departments, they might realize that a banana is cheaper than an apple, or they might opt for a half-sandwich instead of a whole sandwich.”

She also emphasized the increasing propensity for people to change up their retailer choices in search of the best deal. It might mean hitting multiple outlets, and in some cases, it means that people are shifting their perception of what constitutes a grocer.

“If traditional grocers don’t see outlets like Walmart, Costco or Aldi as their competition, consumers absolutely do,” she said.

That’s critical to recognize because it’s not an easy behavioral shift to make, according to Roerink.

“Switching stores is one of the very last things that people do,” she said. “So, seeing that kind of behavior in the marketplace already means that people have learned something from The Great Recession when they had a variety of money-saving strategies. We’re seeing them happening early now, with people getting creative in how they look for deals.”

When they look, it’s not just about the deal itself, especially as they vet various retailers. It’s about accessibility and convenience. For example, QR codes are bridging the gap between printed and digital marketing materials such as weekly circulars. Retailers like Hy-Vee are taking advantage of QR codes for shoppers to access deals on signage almost the minute they step out of the car.

Cross-promoting throughout departments can provide that customizable experience for shoppers, especially for creating those higher-end at-home experiences with items like brunch boards and charcuterie.

Hybrid meals are also gaining ground for customization as well. While many people can prepare the main entrée on their own, they need help with ready-to-eat or ready-to-cook sides, appetizers and desserts. Just offering interesting bread pairings or sweets can bring a consumer those customized solutions that are also convenient.

These pockets of growth can help continue that momentum despite seemingly overwhelming challenges for food manufacturers and retailers. When consumers are still willing to spend, albeit in different ways and for different purposes, the business will still be a success.