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 Many consumers who purchase products on-the-go decide what to buy at the point of purchase, and therefore, can be easily tempted to switch at the last moment.
This is just one of the key insights we've uncovered in our new research into Food to Go.
It is clear that competition for food-to-go consumer spend is set to heat up in the year ahead, so with this in mind, we ask what characterises food-to-go consumers, and what implications does this hold for businesses vying for their custom?
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Food or drink-to-go purchasing profile: |
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• 73% of all consumers |
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• 82% of workers |
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• 83% of those with children |
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• 84% of under 55s |
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Food-to-go for the workers
Our forthcoming Food to Go report reveals that around three quarters (73%) of consumers are in the market for food or drink that can be consumed on-the-go.
They tend to be people who are working, under the age of 55 and those with children. In contrast, as many as 55% of those aged 65 and over never purchase food or drink ready to consume on-the-go.
Tempting consumers to switch
As many as three in five (62%) food-to-go consumers can be tempted to change their mind on what to purchase in store.
Representing around one in six (17%) food-to-go consumers – Impulsives mainly make up their mind on what they are going to purchase when they are in the store.
Food-to-go consumers are generally more spontaneous in nature than main supermarket shoppers. Our recently published Shopper Trends 2009 – Food Shopping in a Recession report showed that fewer shoppers (11%) make up their mind about what to buy for their main supermarket shop in-store.
Some of the respondents in our qualitative research travelled a lot for their work and had little idea of where they would be and when they would need to stop for a break.
“It depends on what I am doing and where I am. I just go in and see what they have got and make the choice.” Leeds, male, children 6-15, C2D
It should be noted that for many consumers, food-to-go is a bit of a treat, so shoppers like to be tempted in store.
Open to offers
Nearly half of food-to-go consumers can be classified as either Swayers (36%) or Switchers (9%). They are more likely to be from higher social groups ABC1 and have a good idea of what they are going to purchase before they enter the store, although they sometimes or often purchase something else. Many of these consumers are also swayed by promotional offers in-store and our report highlights the popularity of meal deals.
“When I am in the supermarket I will have a look around to see what (food-to-go) is on offer.” Leicester, female, pre-family, C2D
Smelling too good to resist
Other in-store factors also have a significant influence on tempting food-to-go consumers to switch. This was particularly evident when it came to choosing hot food where the look and smell of the food could be a deciding factor.
“I went into Greggs thinking I was going to get the cheese and bacon pasty. It was only when I was in the store that I opted for the Cornish pasty. It smelt so good.” Leeds, female, children 0-5, BC1
As many as half of those who buy from sandwich chains such as EAT or Pret A Manger sometimes purchase something else when they are in the shop (47% compared to 36% overall).
Blinkered food-to-go shoppers
Little more than a third (36%) of food-to-go consumers are Stickers. More likely to be from lower social classes C2DE, these consumers know what they are going to purchase before they enter the store and purchase that item if it is available.
While some food-to-go consumers admit that their shopping behaviour is quite mundane in nature, others become quite obsessive about what they purchase.
“I am really fussy. I know exactly what I want. If it is not there I will go without. It is a sausage roll and diet coke or nothing.” Leicester, female, pre-family C2D
Food-to-go shopping by category
The above chart shows that there are significant differences in claimed shopping behaviour for different food or drink-to-go categories.
Around seven in ten consumers who buy cold drinks, snacks, sandwiches, pies, pasties, sausage rolls, biscuits, cakes or pastries can be tempted to change their mind on what to purchase in store.
This compares to fewer than six in ten (57%) of those selecting yoghurts and desserts.
More than one in five (22%) of those who purchase pies, pasties or sausage rolls mainly make their purchasing decision when they are in the store. This compares with only 15% of those who buy fruit to eat on the go.
The food-to-go opportunity
This lack of planning by many food-to-go consumers provides opportunities to lure shoppers through compelling products and clear merchandising.
There is also potential for cross selling other products (e.g. through meal deals), encouraging consumers to trade up to higher quality products as well as persuading them to purchase larger pack sizes.
More information:
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Food to Go |
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How do retail food-to-go offers compare in quality and value perception to those that are well established in the foodservice sector? Does it represent an opportunity for growth or has the tide turned? Find out with this in-depth guide to food-to-go. |
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The Evolution of Convenience Retailing |
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IGD's in-depth guide to the UK convenience retailing sector, this report includes the size and structure of the market, analysis of symbol groups, convenience multiples, co-operatives and forecourts, and considers how the global convenience model is evolving. |
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