School lunch is getting more expensive to pack, and health is increasingly what shoppers are paying for, according to new research from Deloitte, as grocers including The Giant Company roll out programs to help families manage the back-to-school season.
Deloitte’s annual school lunch report – “The New Value Menu: Can School Lunches Be Both Affordable and Healthy?” – found the average daily cost of packing a school lunch has reached $6.33, up 2 percent from last year, based on four years of Converge by Deloitte retail price data through June. A standard cafeteria lunch averages $3.15 nationally, also up 2 percent.
The firm’s index tracks five lunch types, and the classic peanut butter and jelly lunch remains the cheapest at $4.89, up 1 percent year over year. It is the only packed lunch under the $5 median “reasonable cost” cited by surveyed consumers. The contemporary lunch, built around a chicken and avocado quesadilla, remains the most expensive at $7.49, while a new protein bowl option came in at $6.71, with rising ground beef costs driving much of its increase.
Key findings
- Half of surveyed caregivers said the cost of school-day lunch this year will likely be higher than last year, and half said they would pay an average of 7 percent more for food products they view as healthy, including those reformulated to remove artificial dyes, additives and ultra-processed ingredients or with added protein.
- Grocers that have pledged to reformulate their private label offerings could sway 50 percent of shoppers to choose their store over competitors, according to the survey.
- While seven in 10 respondents prefer the cafeteria for convenience, only 31 percent think cafeteria lunches are healthier than packed lunches. Respondents want school-provided lunches to include more fresh and less processed food (74 percent), more protein (57 percent) and more locally sourced food (54 percent).
- About four in 10 consumers say they will use the new federal dietary guidelines, which prioritize protein and limit highly processed foods, when preparing packed lunches.
- Parents are turning to technology, with 37 percent saying they use AI to research, plan or spice up their kids’ packed lunches. Of that group, 67 percent use AI specifically to recommend healthier lunch ideas and ingredients — a signal, Deloitte noted, that food brands and grocers should ensure nutritional information is discoverable by AI.
Retailers respond
The Giant Company, the Carlisle, Pennsylvania-based operator of Giant and Martin’s stores, is among the grocers positioning pharmacists and dietitians as back-to-school resources.
“Back-to-school can be a stressful time for many families, but a little preparation now can deliver big value later, by saving time and helping your family get ready for a healthy and successful school year,” said Nick Koch, director of pharmacy and wellbeing at The Giant Company.
The company’s pharmacists are encouraging families to schedule school-required vaccines ahead of the rush, review medication and allergy action plans and coordinate prescription refills before extracurricular activities begin. Its dietitians recommend creating a snack station with budget-friendly staples such as granola bars, applesauce pouches, trail mixes, whole grain crackers, nut butters and fruit cups, and stretching grocery budgets through weekly promotions and versatile kitchen staples.
From Aug. 21 through Sept. 3, for every $10 spent on participating items, Giant will donate $5 — up to $100,000 — to Partnership for a Healthier America’s work advancing access to nutritious food. The company’s dietitians also will host a free virtual Back-to-School Breakfast class Aug. 27 at noon.
The Giant Company operates nearly 200 stores, along with pharmacies, fuel stations and online grocery services, across Pennsylvania, Maryland, Virginia and West Virginia. It is a company of Ahold Delhaize USA.
Deloitte’s Back-to-School Survey polled 1,207 parents of K-12 children May 22-29, with a margin of error of plus or minus 3 percentage points.