Consumer convenience is shifting decisively into the home as shoppers prepare more food and drink before heading out, according to new IGD research that highlights a major rebalancing of on‑the‑go behaviour.

IGD’s latest findings show that the share of on‑the‑go occasions fulfilled by picking something up while out has fallen sharply from 75% in 2024 to 36% in 2026, while occasions involving food and drink prepared at home have nearly tripled, rising from 10% to 29%. The shift is helping retailers capture spend that previously flowed to cafés, food‑to‑go operators and impulse channels.

Routine occasions now make up 67% of all consumer occasions, with 73% taking place at home, meaning shoppers are increasingly relying on products already bought during their regular grocery shop. Everyday relevance, repeat purchase and repertoire‑building are becoming more important than occasion‑led sales.

Shannon Goldsmith, away from home senior insight analyst at IGD, said: “With convenience shifting from the high street into the home, retailers are increasingly capturing occasions that were once won by food to go operators. This makes winning a place in shoppers’ regular repertoires more valuable than ever.”

Younger shoppers are redefining convenience

Separate IGD generational research suggests younger consumers are driving much of this behavioural change. Gen Z are the most likely to engage in food‑for‑now and food‑for‑later missions and use a wider range of channels than any other generation. They are also among the heaviest users of quick commerce, reflecting a more fluid, convenience‑led approach to shopping.

Within the millennial cohort, IGD identifies a widening split:

• Younger millennials increasingly mirror Gen Z, favouring flexible missions and easy solutions.
• Older millennials are becoming more planned and value‑conscious as household responsibilities grow.

Different generations, different convenience needs

While younger consumers embrace convenience through multiple channels and mission types, older generations continue to take a more traditional approach. Baby Boomers remain more likely to favour familiar stores, trusted products and established routines, using fewer channels overall.

Rosie Young, shopper insight analyst at IGD, said: “What’s changing isn’t consumers’ desire for convenience, but how they achieve it. The idea of a typical convenience shopper is disappearing as generations build very different habits around food, shopping and consumption. This creates opportunities for businesses that can tailor convenience missions to evolving routines.”

Free samples of the reports, ‘Occasions: routine occasions grow’ and ‘Winning with generations’, are available on the IGD website.