Circana has been chronicling changing consumption behaviors in its Eating Patterns in America research for 39 years. David Portalatin, Circana’s senior vice president and industry advisor for food and foodservice, shares how insights from our research inform go-to-market strategies and innovation across CPG manufacturing, grocery retail, and foodservice. David also shares some of the biggest shifts taking place in recent generations, including how Starbucks reinvented the coffee occasion even as coffee consumption at home was declining. Does anyone remember the after-dinner cup of coffee? Highlights: “Healthonomics” describes how consumers are balancing healthy choices amid persistent high inflation. Many consumers look for tiered offerings and base their purchases on their most desired attributes. Restaurant traffic is down, but restaurants will prevail. Consumers continue to place value on the food experience and service enjoyed while dining in restaurants. A ham sandwich has been the top lunch choice for 30 years or more. But the types of ham available, the emergence of artisanal breads, and different gourmet spreads have drastically changed the way it can be consumed. Where there’s innovation, there’s growth. Keep the innovation pipelines flowing.