People fall into 3 categories is a pretty course classification. There are hot prepared meals, cut prepared meals you still need to cook, microwave meals, raw ingredients and everything in between. Meanwhile stores have been reducing waste. Someone is buying the stuff and it isn't accounted for by just the 10%. My guess is that the past decades economic windfall just means we are eating out more than the previous decade. Eventually economic downturn will make eating out prohibitively expensive for many, and they will rediscover their "love" or more likely somewhere on the spectrum of cooking appreciation.