Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Abbreviations
Insights and Opportunities
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- Targeting cost-conscious young women in NI
- Elevating the meal deal category
- Rethinking packaging
Market in Brief
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- Recession stifles market growth
- Demand for convenience continues
- Focus continues on health issues
- Salads lead value growth
- Consumers seek quality, freshness and provenance
- Supermarkets and coffee houses proliferate
- Less eating out, more packed lunches
- Opportunities/challenges in the food-to-go market
Fast Forward Trends
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- Trend 1: Growing a Longer Tail
- What’s it about?
- What we’ve seen
- What next?
- Trend 2: Cool Vending
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- Convenience in high demand as lunchtime shrinks
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- Figure 1: Agreement with the statement “Convenience often plays a part in my purchase decisions”, NI and RoI, 2006-10
- Consumers seek quality and freshness
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- Figure 2: Agreement with the statement “I only shop at supermarkets that sell good quality fresh food”, NI and RoI, 2005-10
- Taking a healthy slice of the lunch market
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- Figure 3: Agreement with statements relating to health, NI and RoI, 2010
- Salt reduction targets set
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- Figure 4: UK Food Standards Agency 2012 salt reduction targets
- Health lobby targets saturated fats
- Cleaning up ingredients
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- Figure 5: Agreement with selected lifestyle statements, 2005-10
- EU moves towards GDA nutritional labelling
- Greater regulation of health claims
- Improving the health credentials of sandwiches and salads
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- Figure 6: Agreement with selected lifestyle statements, 2005-10
- Interest grows in origin, animal welfare
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- Figure 7: Agreement with selected lifestyle statements, 2005-10
- Demand for organic options
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- Figure 8: Agreement with the statement ‘It’s worth paying more for organic food’, NI and RoI, 2005-10
- Lunchtime food-to-go goes green
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- Figure 9: Agreement with the statement ‘I would be prepared to pay more environmentally friendly products, RoI and NI, 2005-10
- Government steps in to reduce waste
- Hygiene a concern as food-to-go market expands
Broader Market Environment
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- Key points
- Food-to-go market loses value in the recession
- Food-to-go retailers feeling the recession bite
- Economic outlook poor for RoI
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- Figure 10: Economic outlook, NI and RoI, 2008-10
- Commodity ingredient costs an ongoing concern
- Aging consumer base bodes badly for lunchtime food-to-go
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- Figure 11: Population demographics, by age, RoI, 2006-41
- Figure 12: Population demographics, by age, NI, 2008-58
- Growth in middle and third age numbers more promising
Competitive Context
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- Key points
- Foodservice continues to suffer
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- Figure 13: Foodservice market* growth by outlet sub-categories, all-Ireland, 2004-09
- Trying to attract more diners
- Will lunch box austerity continue?
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- Figure 14: Agreement with the statement “I don’t have time to spend preparing and cooking food”, NI and RoI, 2005-10
- Role reversal?
- Competition from the ready-meals sector
- School lunches a potential growth area
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Sandwich and pastry launches on par
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- Figure 15: Number of new lunchtime food-to-go launches, by sub-categories, UK and Ireland, 2005-11*
- Range extensions lead NPD activity
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- Figure 16: Number of new launches, by launch type, UK and Ireland, 2005-11*
- Own-label dominates activity, led by Tesco and M&S
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- Figure 17: new launches, by own-label v branded, UK and Ireland, 2005-11*
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- Figure 18: Number of new launches, by company, UK and Ireland, 2005-11*
- Clean labelling and green claims most popular
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- Figure 19: Number of new launches, by top 10 claims, UK and Ireland, 2005-11*
- Value offers target budgeting consumers
- Tapping into foodservice downturn
- Indian and South American cuisine popular
- Local sourcing a hit
- Manufacturers roll out healthier lines...
- ...but also heartier ranges
- Recession fails to quell demand for ethical products
- Innovating with size, food combinations and packaging format
- Packaging goes green
- Limited editions offer opportunity for innovation
Market Size and Forecast
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- Key points
- Recession dampens growth in food-to-go market
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- Figure 20: Estimated retail and foodservice sales of lunch food-to-go, IoI, RoI and NI, 2005-15
- Retail
- Multiple grocers gaining market share
- Foodservice
- Crossover between retail and foodservice sectors
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- Figure 21: Estimated retail and foodservice value market share of lunch food-to-go, IoI, 2010
Market Segmentation
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- Key points
- Salad leads growth from a small base
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- Figure 22: Estimated market segmentation of lunch food-to-go, RoI and NI, 2005-10
- Sandwiches
- Sandwich market driven by promotions and meal deals
- Premium sandwich sales remain buoyant
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- Figure 23: Estimated retail sales of lunch food-to-go sandwiches, IoI, RoI and NI, 2005-15
- Health drives and hinders sandwich market
- Savoury pastries
- Consumers turn to comfort food in the recession
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- Figure 24: Estimated retail sales of lunch food-to-go savoury pastries, IoI, RoI and NI, 2005-15
- Manufacturers invest in health and innovation
- Salads
- Salad market growth stalls in the recession
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- Figure 25: Estimated retail sales of lunch food-to-go salads*, IoI, RoI and NI, 2005-15
- Focusing on salad’s health credentials
- Salad range broadens through innovative ingredients and flavours
Companies and Products
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- Key points
- Manufacturers
- Essenta Foods
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- Kerry Foods
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- Salad Fayre
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- Freshways
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- Multiple grocers
- Dunnes Stores
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- Tesco Group plc
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- M&S
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- Convenience stores
- Henderson Group
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- Musgrave
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- Barry Group
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- Sandwich bars and coffee shops
- Subway
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- O’Briens
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- The streat
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
- Costa Coffee
- Corporate profile
- Brands and products
- Brand strategy
- Brand NPD and marketing
The Consumer – Consumption
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- Key points
- Evolving main meal occasions
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- Figure 26: Time of day for main meal occasion, RoI and NI, 2005-10
- Coffee shops and sandwich bars
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- Figure 27: Consumers visiting coffee shops and sandwich bars in last 12 months, RoI and NI, 2005-10
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- Figure 28: Consumers visiting coffee shops and sandwich bars in last 12 months, by gender and age, RoI and NI, 2010
- RoI consumers show medium use of coffee shops
- NI women more likely than men to visit coffee shops
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- Figure 29: Frequency of visits to coffee shops, RoI and NI, 2007-10
- Sitting in vs. taking out
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- Figure 30: Purpose of visits to coffee shops, RoI and NI, 2007-10
- Most sandwich bar users visit with medium frequency
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- Figure 31: Frequency of visits to sandwich bars, RoI and NI, 2007-10
- Visitors to sandwich shops prefer to sit in
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- Figure 32: Purpose of visits to sandwich bars, RoI and NI, 2007-10
- Four in five consumers have eaten takeaway in the last year
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- Figure 33: Takeaways eaten in last 12 months, RoI and NI, 2005-10
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- Figure 34: Frequency of eating takeaways, RoI and NI, 2006-10
The Consumer – Attitudes Towards Lunch
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- Key points
- Consumers look for variety, value and health
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- Figure 35: Agreement with statements relating to lunch meals, NI and RoI, August 2010
- Variety is the spice of life for RoI and NI consumers
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- Figure 36: Agreement with the statement “I vary what I have for lunch each day”, by gender and age, NI and RoI, August 2010
- Variety in the type of food eaten also important
- Men favour hot lunches
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- Figure 37: Agreement with the statement “I prefer a hot meal for lunch”, by gender, NI and RoI, August 2010
- Few buy their lunch every day
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- Figure 38: Agreement with selected statements relating to buying lunch, NI and RoI, August 2010
- Cutting back on lunch expenditure
- Packed lunches seen as best way to save money
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- Figure 39: Agreement with the statement “I bring a packed lunch to work/school to save money”, by gender, NI and RoI, August 2010
- Healthy appeal: both sexes are looking at nutrition
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- Figure 40: Agreement with selected statements relating to healthy lunches, NI and RoI, August 2010
The Consumer – Target Groups
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- Key points
- RoI target groups
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- Figure 41: Consumer target groups, RoI, August 2010
- Gentlemen Diners
- Characteristics
- Who are Gentlemen Diners?
- Targeting Gentlemen Diners
- Grab ‘n’ Go Workers
- Characteristics
- Who are Grab ‘n’ Go Workers?
- Targeting Grab ‘n’ Go Workers
- Health-conscious
- Characteristics
- Who are the Health-conscious?
- Targeting the Health-conscious
- Budget Buyers
- Characteristics
- Who are the Budget Buyers?
- Targeting the Budget Buyers
- NI target groups
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- Figure 42: Consumer target groups, NI, August 2010
- Packed Lunch Parents
- Characteristics
- Who are Packed Lunch Parents?
- Targeting Packed Lunch Parents
- Cut-back Queens
- Characteristics
- Who are the Cut-back Queens?
- Targeting the Cut-back Queens
- Dining-out Gents
- Characteristics
- Who are Dining-out Gents?
- Targeting Dining-out Gents
Appendix
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- Figure 43: Population projections, NI, by gender, 2006-20
- Figure 44: Population projections, RoI, by gender, 2006-20
- Figure 45: Population projections, by age, NI, 2000-20
- Figure 46: Population projections, by age, RoI, 2000-20
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- Figure 47: Pound to euro exchange rate used (annual average), 2004-13
- NI Toluna consumer demographics
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- Figure 48: Agreement with statements relating to lunch, by all demographics, NI, August 2010
- Figure 49: Agreement with statements relating to lunch (continued), by all demographics, NI, August 2010
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- Figure 50: Agreement with statements relating to lunch (continued), by all demographics, NI, August 2010
- RoI Toluna consumer demographics
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- Figure 51: Agreement with statements relating to lunch, by all demographics, RoI, August 2010
- Figure 52: Agreement with statements relating to lunch (continued), by all demographics, RoI, August 2010
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- Figure 53: Agreement with statements relating to lunch (continued), by all demographics, RoI, August 2010
- NI Toluna consumer typology data
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- Figure 54: Agreement with statements relating to lunch, by consumer type, NI, August 2010
- Figure 55: Consumer types, by all demographics, NI, August 2010
- RoI Toluna consumer typology data
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- Figure 56: Agreement with statements relating to lunch, by consumer type, RoI, August 2010
- Figure 57: Consumer types, by all demographics, NI, August 2010
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