Shopper confidence has evolved in recent years as we have seen the economy move through recession and into recovery.
Our recent Shopper Barometer 2014 study identifies the current view of the world through the shopper lens, as well as additional future trends and emerging channels to be aware of; including a focus on food to go.
Whilst consumer confidence is recovering, behaviours are changed permanently and this has also been reflected in the food to go sector. Despite shoppers being more flexible with budget, on the go consumers are remaining conscious about their spend in this area. Whilst they may be willing to trade quality for value and service when buying food on the go, when it comes to hot drinks there is a demand for uncompromising superior taste but perhaps at a lesser frequency.
Check out our infographic on food to go to understand shopper attitudes in this sector and how:
• Buying habits have changed over the past year
• Changing consumer mind-sets continue to influence behaviour
• Location plays key role in consumer choice
• Key factors drive consideration when choosing where to purchase
For more information and to discuss presenting the Shopper Barometer and food to go in full please call or email Shelley Watson, Head of Shopper & Retail on +44(0)1865 336 453 or shelley.watson@spafuturethinking.com
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The Shopper Barometer - Food to go
1. Whilst consumer confidence is recovering, behaviours are changed permanently. Despite
being more flexible with budget, on the go consumers are conscious about spending.
Although they may be willing to trade quality for value and service when buying food on the
go, when it comes to hot drinks there is an expectation of quality
FOOD TO GO
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The Shopper Barometer study was conducted in December 2013 with 1,200 primary household shoppers.
For further information please contact Shelley Watson, Head of Shopper & Retail
T: 01865 336 400 E: shelley.watson@spafuturethinking.com
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
The
Shopper
Barometer
How have our buying
habits changed over
the past year?
34 32 26 18 15
Products currently purchased
at least once per week
+2% -6%
-9%
+3%
+3%
Movement
since 2013
Spend or
save?
1 in 3 buy hot
drinks on the go at
least once per week
Hot drinks are the new favourite on the
go item, while breakfast and snacks on
the go are out of the question for more
than one third of consumers
More than 1/3
never buy breakfast
or daytime snacks
on the go
Less than 20%
will never purchase
lunch on the go
To buy
or not to
buy?
Consumers have adopted a cost-
cutting mindset which continues to
influence behaviour …and they are
employing tactics to help them save
63% attempting to spend
less on lunch vs. 34% in 2013
Location,
location
Preference for Starbucks is
growing, up from 8% in 2013
to 30% in 2014. However,
availability remains on the low side
Greggs is the most
popular choice at 53%,
up from 35% in 2013
53 39 41 30 22 23 20 30
Visit regularly
Would prefer
if available
36 16
Saving tactics mean that
consumers often settle when it
comes to lunchtime location Whilst Tesco is a popular
on the go location it seems
consumers would prefer other
chain outlets if available
39 35
Our hearts
desires
Quick Service 46%
is the most desired
attribute for lunch
on the go
Best taste
22%
Best value
for money
12%
Best quality
20%
Quick service
46%
Always find
something I like
42%
Best value
for money
39%
Friendly staff
39%
Fresh food
39%
Lunch buyers take many factors
into consideration with value and
speedy service taking priority
While hot drinks buyers
predominantly care
about taste and quality
Cheaper alternatives
are sought and hot
drinks become a treat
Bougtcheaper
option
Occassionaltreat
Drinkcoffee
fromoffice
30%
41%
41%
Small
drink
Offer
only
Swith
outlet
19%
21%
24%
Travel
mug
17%
Cutting back hot drinks costs
Bougtcheaperoption
Mademore
packedlunches
Boughtlessitems
40%
51%
59%
Skipped
lunch
Meal
dealonly
Offeronly
29%
30%
30%
Switch
outlet
22%
Cutting back lunch costs
But hot drinks consumers are
downgrading to a smaller cup
Average spend per purchase
Lunch
£4.05
£3.31
Hot Drinks
£2.05
£2.22
2014
2013
Lunch budget has increased, with
average spend accounting for monthly
outgoings of around £80
22%
Increase in daily
lunch on the go
spend over the
past year