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 F O O D T O G O innovation intelligence inspiration 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: [email protected] 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 Bougt cheaper option Occassional treat Drink coffee from office 30 % 41 % 41 % Small drink Offer only Swith outlet 19 % 21 % 24 % Travel mug 17 % Cutting back hot drinks costs Bougt cheaper option Made more packed lunches Bought less items 40 % 51 % 59 % Skipped lunch Meal deal only Offer only 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
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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 [email protected]
Transcript of The Shopper Barometer - Food to go
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
innovation intelligence inspiration
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: [email protected]
Data courtesy of SPA Future Thinking
www.spafuturethinking.com
TheShopperBarometer
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
Boug
t ch
eape
rop
tion
Occ
assi
onal
tre
at
Drin
k co
ffee
from
offi
ce
30%41%41%
Smal
ldr
ink
Offe
ron
lySw
ith
outle
t
19%21%24%
Trav
elm
ug
17%
Cutting back hot drinks costs
Boug
t ch
eape
r op
tion
Mad
e m
ore
pack
ed lu
nche
s
Boug
ht le
ss it
ems
40%51%59%
Skip
ped
lunc
hM
eal
deal
onl
y
Offe
r on
ly
29%30%30%
Switc
hou
tlet
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
20142013
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
