When Do Shoppers Decide On Their Next Meal?

FMI’s The Power of Foodservice at Retail 2026 report examines when shoppers decide on different meals and how foodservice in retail departments can be the meal solution for them.

By: David Haaf, Vice President, Fresh Foods, FMI

No two grocery shoppers are alike, but as human beings on this earth, we do occasionally coalesce around similar behaviors. The Power of Foodservice at Retail 2026 finds this to be true of when shoppers decide on certain meals, with some exceptions. Let me dive into this in more detail.

Breakfast Decisions Happen Early

As one might expect, 59% of shoppers decide what to eat for breakfast in the morning. However, we find breakfast opportunities extend throughout the day, with 21% of breakfast decisions and 25% of purchases occurring at various times depending on the situation. This means it’s important for food retailer foodservice departments to keep breakfast options visible and available throughout the day—you never know when brunch or breakfast for dinner may appeal to a shopper. 

Lunch Decisions Align with Purchasing

While 46% of shoppers decide on lunch and purchase it between noon and 3 pm daily, we find that 21% of same-day lunch decisions and 17% of deli-prepared lunch purchases vary depending on the situation. Foodservice at retail departments that maintain lunch option visibility throughout the day are likely to pick up purchases during both the morning and the 5:00 to 7:00 p.m. block.

Dinner Decisions Are Later in the Day

Dinner often receives more advance planning than other meals, but the final choice often remains open. For example, among consumers who decide on dinner the same day, half make that decision between 3:00 and 7:00 p.m., creating a concentrated window for foodservice at retail departments to attract customers with dinner-ready meal solutions.

In the report, we also dive into factors that can break the dinner plan before the shopper reaches the store, including low energy for the planned meal, schedule changes, or even cost factors. Foodservice at retail departments that offer a wide variety of options are more likely to help solve these last-minute needs of shoppers and, ultimately, deliver value.

The Takeaway for Food Retailers

While many shoppers decide about breakfast, lunch and dinner during times we may expect, there are still opportunities to entice shoppers at different dayparts with breakfast, lunch and dinner options. Ensure your foodservice at retail department rotates options smartly, but maintains some staple items throughout the day.