Hot Topic: Food on the go - 2018
Summary
25.0% of food on the go shoppers have a dietary requirement, with vegans, dairy-free shoppers and vegetarians the groups with the highest purchase penetrations. Shoppers with dietary requirements represent an important, growing portion of food on the go shoppers, with supermarkets expanding their ‘free-from’ ranges in order to entice such shoppers. Availability and lack of product development are key inhibitors of the food on the go market, as shoppers focus less on price in food on the go than in the rest of their grocery shop.
Food on the go shoppers are fickle - only 66.9% remain with their usual supermarket for food on the go purchases, with premium players Co-op, M&S and Waitrose the most likely to be switched to. Lunchtime convenience is the key driver for food on the go purchases; however, the market is saturated with cafés, restaurants and supermarkets all seeking to increase sales over the important ‘12-2’ lunchtime period.
Technology will play a key part in the development of food on the go (and all convenience) shopping, with multiple retailers increasing capital expenditure on mobile apps that allow consumers to shop frictionlessly, spurred on by the launch of Amazon Go in the US. M&S and Co-op perform particularly well in food on the go, with the latter found to be the most convenient and of the highest quality. These retailers (and Tesco and Sainsbury’s) are well positioned in the food on the go market due to their convenience networks.
"Hot Topic: Food on the go - 2018" report offers comprehensive insight into food on the go in the UK, analysing the market drivers and inhibitors, the major players, the main trends, and consumer attitudes.
Scope
Reasons to Buy
Summary
25.0% of food on the go shoppers have a dietary requirement, with vegans, dairy-free shoppers and vegetarians the groups with the highest purchase penetrations. Shoppers with dietary requirements represent an important, growing portion of food on the go shoppers, with supermarkets expanding their ‘free-from’ ranges in order to entice such shoppers. Availability and lack of product development are key inhibitors of the food on the go market, as shoppers focus less on price in food on the go than in the rest of their grocery shop.
Food on the go shoppers are fickle - only 66.9% remain with their usual supermarket for food on the go purchases, with premium players Co-op, M&S and Waitrose the most likely to be switched to. Lunchtime convenience is the key driver for food on the go purchases; however, the market is saturated with cafés, restaurants and supermarkets all seeking to increase sales over the important ‘12-2’ lunchtime period.
Technology will play a key part in the development of food on the go (and all convenience) shopping, with multiple retailers increasing capital expenditure on mobile apps that allow consumers to shop frictionlessly, spurred on by the launch of Amazon Go in the US. M&S and Co-op perform particularly well in food on the go, with the latter found to be the most convenient and of the highest quality. These retailers (and Tesco and Sainsbury’s) are well positioned in the food on the go market due to their convenience networks.
"Hot Topic: Food on the go - 2018" report offers comprehensive insight into food on the go in the UK, analysing the market drivers and inhibitors, the major players, the main trends, and consumer attitudes.
Scope
- Market drivers and Inhibitors in Food on the go
- Strategies for Success
- Main Issues in Food on the go
- Consumer Insights (Who, How, What, Where and Why people shop)
Reasons to Buy
- Discover the importance of the lunchtime convenience market, so you can tailor your offer to vie with foodservice operators for the custom of hungry shoppers
- Learn about consumers with dietary requirements, given their higher average spend and purchase frequency, to create long-term strategies for success among this growing consumer group
- Identify the markets drivers, inhibitors and strategies for success, focusing on quality over price and the importance of multi-buy promotions, so you can alter your product offer to drive demand
- Learn how the major retailers are growing in food on the go and which areas of their propositions their customers believe they could improve, so you can better understand your rivals in the market and which pose the greatest threat.
- Identify the best-performing products within food on the go and how meal deal promotions are shaping the industry, so you can optimize return on space dedicated to food on the go products.
Table of Contents
THE HOT ISSUESKey takeaways from food on the go
Market drivers and inhibitors in food on the go
Strategies for success
Main issues in food on the go:
The scan and go apps - the story so far
The scan and go apps - what’s next and Amazon’s looming shake-up of the convenience sector
How to build loyalty within food on the go
Retailers beyond the grocers are expanding their food on the go ranges
RETAILER PROFILES
Tesco
Sainsbury's
ASDA
Morrisons
Aldi
Lidl
Marks & Spencer
Co-op
Waitrose & Partners
Retailer comparison
CONSUMER INSIGHTS
Headlines
Consumer purchase penetration
Consumer purchase profile
Consumer profile of diet-specific food on the go shoppers
Food on the go purchase frequency, by gender and age
Food on the go spend per visit, by gender and age
Food on the go spend per visit and purchase frequency by dietary requirement
Purchase penetration for individual food on the go products
Shopper profiles by gender and age for commonly selected food on the go products
Retailer usage for food on the go
Retailer usage for food on the go by demographic
Retailer usage for food on the go by diet
Reasons for food on the go retailer preference
The percentage of food on the go shoppers who also use the relevant retailer as their main source for food and groceries
Reasons for switching to M&S and Co-op for food on the go purchases
Food on the go purchase motivators
Penetration of food on the go shoppers who have bought food on the go for the specified reason in the last three months
Improvement suggestions for food on the go
Improvement suggestions for food on the go by retailer
Motivators for not purchasing food on the go
METHODOLOGY
Consumer survey information
Appendix
List of Tables
Tesco's dominant demographics, outperforming areas and underperforming areas
Sainsbury's dominant demographics, outperforming areas and underperforming areas
ASDA's dominant demographics, outperforming areas and underperforming areas
Morrisons' dominant demographics, outperforming areas and underperforming areas
Aldi's dominant demographics, outperforming areas and underperforming areas
Lidl's dominant demographics, outperforming areas and underperforming areas
Marks & Spencer's dominant demographics, outperforming areas and underperforming areas
Co-op's dominant demographics, outperforming areas and underperforming areas
Waitrose & Partners' dominant demographics, outperforming areas and underperforming areas
Retailer comparison: future outlook to 2019 of the major players within food on the go
Retailer usage for food on the go by demographic
Retailer usage for food on the go by diet
Improvement suggestions for food on the go by retailer
Motivators for not purchasing food on the go
List of Figures
Timeline of the development of scan and go apps
Penetration of consumers who have bought food on the go, split by demographic and region
Profile of consumers who have bought food on the go by demographic and region
Profile of diet-specific food on the go shoppers
Purchase penetration by diet
Food on the go purchase frequency, by age and gender
Food on the go spend per visit, by age and gender
Food on the go spend per visit and purchase frequency by dietary requirement
Percentage of food on the go shoppers that have shopped for each specific food on the go subcategory
Profile of consumers that have shopped for each of the seven most purchased food on the go categories in the last three months
Percentage of consumers that have shopped for food on the go at each major retailer
Percentage of consumers that selected the relevant driver for food on the go purchases, and the percentage point difference of consumers selecting the same driver for each retailer compared to the overall
Percentage of consumers that have shopped for food on the go at each major retailer who also consider that retailer their usual preference for overall food & grocery shopping
Percentage of food on the go consumers that selected each of the relevant reasons for switching to M&S or Co-op for food on the go products
Percentage of food on the go consumers that selected each purchase motivator
Percentage of food on the go consumers that have purchased food on the go for lunch and because they wanted a snack
Percentage of food on the go shoppers that selected each of the relevant improvement criteria
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Aldi
- Amazon
- ASDA
- B&M
- Boots
- Co-op
- Costa
- Greggs
- Itsu
- Lidl
- Marks & Spencer
- McDonalds
- Morrisons
- Sainsbury's
- Superdrug
- Tesco
- Waitrose & Partners
- WH Smith
