FAQs
01 July 2025How does IGD define Away From Home?
A variety of definitions of the market exist in the industry as businesses often focus on part of this diverse market, rather than all of it, so have their own criteria for what to include or exclude. Our model is designed to be flexible so we can adapt it to match the definitions used by our clients to create bespoke views, even bringing parts of the grocery retail market (such as grocery food-to-go) if a client includes this in their definition. The easiest way to explain IGD’s definition is by using this diagram:
How does IGD gather data?
IGD creates forecasts for the Away From Home market by combining detailed site-level data with broader national economic trends. The team analyses factors such as consumer spending, wages and population, and tracks actual sales from major food operators to estimate total market size. Forecasts are also reviewed by industry experts before being published.
How does IGD’s AFH service compare to other data sources?
For many years, IGD has been recognised as a trusted insights partner for businesses looking for reliable market data, forward-looking perspectives and practical solutions. These strong foundations support our Away From Home service, which is underpinned by deep sector expertise and a clear understanding of the market’s dynamics.
Our Away From Home data model provides a consistent and credible view of market size. The modular structure of our datasets allows them to flex to businesses’ specific market definitions, all built on IGD’s proven and trusted methodology.
IGD also has a unique inflation forecast for Away From Home as part of the IGD Economic Viewpoint Report.
How does the IGD AFH service assist businesses in future planning?
Data, insights and foresights can help with sizing opportunities to prioritise resources, secure internal investment, gain inspiration on how to tackle a challenge or opportunity, and help businesses understand consumers better. With the Away From Home market, it is more important than ever to minimise risk when it comes to investment. Insights and foresights help businesses to be more confident in their decision making.
How do I get access to IGD’s AFH insight?
AFH insight is available as a subscription service, in the same way as the existing IGD Retail Analysis and ShopperVista services. If you are already an IGD member or subscriber, please contact your account manager for information on upgrading to the new AFH service. If you are new to IGD and would like more information on subscribing to AFH or any of our services, please email [email protected] and one of our customer team will contact you.
IGD also offers bespoke AFH consulting services for specific projects. Contact [email protected] for more information.
Want to know more?
See more information about our Away From Home service.
For general enquiries about the AFH service, please contact us via email
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