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 caf?s, 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.
- 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.