In its latest report – Food-to-go: What’s next for Shoppers – ShopperVista from IGD reveals the three trends currently shaping the market following a year of change as a result of the pandemic.
1. Evening food-to-go is on the rise
In the most recent lockdown, evening food-to-go missions reached their highest recorded level, becoming more common than lunch missions. IGD suggested that this could be a result of the growth of delivery services, which have made a wider range of products more accessible. It also raises the question of whether shoppers will continue to choose food-to-go in the evenings, as restrictions ease and the out of home sector reopens.
2. Demand for hot food-to-go options is increasing
IGD found that hot food-to-go options are becoming more popular. Demand for a range of food-to-go choices which are less portable could increase as levels of working from home are expected to be elevated compared to pre-pandemic times.
3. Convenience is influencing purchasing choices
Demand for convenience and new service expectations have been set, particularly amongst younger shoppers. 40% of 18-24 year-olds stated in an IGD survey that having the ability to pre-order is an important consideration in deciding where to purchase food-to-go.
The report also reveals that food-to-go purchases continue to be driven by a typical 9-5 weekday working pattern, despite more people working from home. This behaviour could continue to be supported by a ‘suburban shift’ as food-to-go businesses shift away from city centres into suburban areas to follow the consumer. A lower density footfall compared to city centres and transport hubs, combined with different peak times and shopper profiles, will mean new operating models will evolve to meet consumer needs.
Rhian Thomas, Head of Insight at ShopperVista and FTG, commented: “The third national lockdown resulted in a decrease in food-to-go missions, but not to the extent of the first, and interestingly, evening food-to-go missions became more common than lunch.
“There was a 3% increase in dedicated ‘food-to-go’ missions between February and March 2021 which is a reassuring indicator for the industry. But shopper behaviours have shifted significantly during the pandemic and as a result, we are seeing key trends emerge that operators, retailers and suppliers should consider.”
IGD’s food-to-go study engages with 1,000 food-to-go shoppers every quarter.
NAM Implications:
- A must-read report for anyone in food-to-go categories:
- 1. Evening food-to-go is on the rise
- 2. Demand for hot food-to-go options is increasing
- 3. Convenience is influencing purchasing choices
- Applying at face value the key trends to their business…
- …as a kick-off base for new/modified strategies.
