Shoppers Calling For The Next Generation Of Meal Deals

New analysis from him! research & consulting has revealed that, although meal deals are still popular with the rising number of Food To Go shoppers, they are calling for change.

One third of shoppers want to see a wider range in meal deals, highlighting an opportunity for brands in less traditional categories to help appease this demand. Increasing the hot options included in meal deals also holds untapped potential, according to the feedback from over 1,800 Food To Go shoppers.

“Meals have been a key feature in UK retail for nearly a decade, but shoppers are now calling for retailers to spice up the traditional meal deal.  It’s time to re-evaluate what shoppers want from different Food To Go occasions and ensure meal deals offer exactly that,” commented Katie Littler, Communications Director at him!

No surprise that shoppers are demanding healthier options; 1-in-7 Food To Go shoppers said healthier options within meal deals would encourage them to purchase. This is particularly true of Millennials, where health is even higher on their agenda.

Many shoppers want the option to ‘go large’ – a significant proportion of Food To Go shoppers claimed they’d like the option of a 4 item meal deal compared with the more traditional 3 item deal.

The latest him! Food To Go research was revealed at their Food To Go forum, at Foyles in London last week.