An Eating Out culture
Shoppers are eating out more frequently today than they were 4 years ago. 30% of shoppers eat out once a week or more compared to 13% in 2003 (Source: Learning from the restaurateurs, IGD 2007).
This increased tendency to eat out is being driven, to some extent, by more restaurants and cafés being available. The number of full service restaurants in the UK has increased to over 27,000 (Source:Horizons), as many as 1,500 more than in 1994.
Many respondents within IGD’s qualitative research eat out on a regular basis due to more choice available to them. There is also a trend towards people eating out on a more casual basis, with growth in quick service restaurants or cafés growing faster than full service.
In IGD’s research newer chains such as YO! Sushi and Wagamama are proving popular with consumers and are transforming the marketplace.
Who are these foodservice fanatics?
Shoppers who eat out once a week or more
Source: IGD Consumer Unit, 2007
The following groups are eating out more:
Shoppers in higher social classes and those living in London are more likely to eat out regularly, which may be the result of higher income levels, and accessibility/choice.
Younger and single shoppers are more likely to eat out regularly, potentially due to the availability of disposable income, an unwillingness to eat alone and a desire to socialise. These shoppers expressed most interest in IGD’s research to finding healthy options when eating in restaurants e.g. from noodle bars, soup and salad takeaways and sushi restaurants.
Over one quarter of people aged over 65 are also eating out on a frequent basis as they have time on their side. They want to enjoy themselves and have the disposable income to do so. Restaurants have been able to tailor their offering to appeal to this growing consumer segment using promotional techniques.
The growth in the number of women in employment is having a major impact in the focus on convenience and eating out. Since 1971 the number of women in employment has grown by over 40%. There are now more than 13 million female employees compared to 9 million in 1971. The impact of needing to combine work with busy social lives means that many single women have little time for cooking and prefer the convenience and experience of eating out.
What do shoppers value about eating out?
Shoppers are eating out to satisfy four key requirements:
- Trying something new and tasting new food and ingredients
- Going out for a treat i.e. for special occasions
- Saving time and cutting out tasks that they do not enjoy (i.e. shopping, cooking and washing up)
- Enjoying the experience of eating out i.e. meeting new people
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