The share of sandwiches sold as part of a supermarket meal deal has reached record highs, according to convenience food maker Greencore.
The company reported that 52% of sandwiches being sold by supermarkets are now purchased by customers as part of a set-price combo deal which typically includes a drink and snack — up from 46% this time last year.
Greencore said that sales growth of combo deals is being driven in part by customer demand for “premium meal deals”, which include deluxe items like premium sandwiches, salads and sushi.
Greencore’s Q3 trading update, published separately today, shows the growing popularity of premium deals helped it post a 9.3% revenue increase over the same period last year, demonstrating the resilience of the wider food-to-go category, as people increasingly return to the office or, in some cases, work second jobs and require sustenance on the move.
It is also helping to spur a supermarket fightback against specialist high-street food outlets.
In recent years, social media influencers have helped elevate the meal deal into a national obsession, posting videos of their lunch selections along with tips on where to get the best deals. Meanwhile, personal finance experts are increasingly devoting lengthy blogs to the subject.
Vix Leyton, presenter of the False Economy podcast, spoke recently about the buzz she got from supermarket receipts informing her: “You just saved £4 today”, saying that it felt like she was “getting one over on the supermarket.”
Andy Parton, Chief Commercial Officer of Greencore, commented: “Who could have predicted that the humble meal deal would become a foodie phenomenon? While meal deal purists will undoubtedly remain wedded to their sandwich, crisps and coke, products like premium sandwiches, salads, and sushi are bringing greater finesse and complexity to our lunchtime menus. As the nation’s tastes evolve, so does Greencore.”
NAM Implications:
- A real endorsement of social media!
- That said, obviously a transformation of a niche category.
- A pointer for all those that should be aboard…
