Menu Trends - UK - January 2021

OVERVIEW
What you need to know
Key issues covered in this Report
Products covered in this Report
COVID-19: Market context
Impact of the January 2021 lockdown and the vaccination rollout
Economic and other assumptions
EXECUTIVE SUMMARY
Impact of COVID-19 on foodservice
Figure 1: Expected impact of COVID-19 on foodservice in short, medium and long-term, 18 January 2020
The market
Promotions much needed to drive usage
Impact of obesity strategy on menu trends
Brexit’s impact on menu prices and use of British produce
Figure 2: Food attitudes, February 2019 – September 2020
Companies and brands
COVID-19 has forced menu creators to adapt the four Ps of marketing
The consumer 
COVID-19 a boon for takeaways
Figure 3: Changes in eating out spending habits, 8 - 16 December 2020
Takeaway now just as popular as eating in
Figure 4: Eating out participation, October 2020
Rise of flexitarianism among under-35s
Figure 5: Dietary preferences, by age group, October 2020
Parents driving takeaway
Figure 6: Popular meal times for eating in/ordering takeaway, October 2020
COVID-19 accelerates global flavours 
Figure 7: Attributes of an ideal restaurant/takeaway menu, October 2020
Hallmarks of quality
Figure 8: Eating out behaviours, October 2020
Plant-based is perceived as natural 
Figure 9: Perceptions of menus – Correspondence Analysis, October 2020
ISSUES AND INSIGHTS
A taste of the world 
Comfort and indulgence
Health and wellness
THE MARKET – KEY TAKEAWAYS
Impact of Brexit on menu prices
Promotions needed to drive usage
Obesity strategy’s impact on menus
Flexitarianism is here to stay
MARKET DRIVERS
The UK is a nation of meat eaters …
Figure 10: Purchased quantities of food and drink eaten out in the UK, 2002-19
… but they are cutting back on meat consumption
Figure 11: Food attitude towards red meat, by gender and location, September 2020
Impact of obesity strategy on menu trends
Figure 12: Food attitude towards calorie counting, by age, September 2020
Promotions needed to drive usage
Figure 13: Leisure activity promotions, by age, October 2020
Impact of Brexit on menu trends
Menu prices
Supply chains
Figure 14: Food attitudes, February 2019 – September 2020
COMPANIES AND BRANDS – KEY TAKEAWAYS
COVID-19 has forced menu creators to adapt the 4Ps of marketing
Product
Place
Price
Promotion
LAUNCH ACTIVITY AND INNOVATION
COVID-19 has forced menu creators to adapt the 4Ps of marketing 
Product
Taste the world 
Celebration cakes 
Place
Instagram Live
Special Delivery
Price
Loss leader pricing 
Subscription for discounts
Promotion
WFH meal occasions
Value-added deals
A special occasion
THE CONSUMER – KEY TAKEAWAYS
COVID-19 a boon for takeaways
Takeaway now just as popular as eating in 
Flexitarianism among under-35s
Parents driving takeaway
Interest in global flavours 
Celebrating special occasions
Plant-based viewed as natural 
IMPACT OF COVID-19 ON CONSUMER BEHAVIOUR
COVID-19 a boon for takeaways
Figure 15: Changes in eating out spending habits, 8 - 16 December 2020
Flavours with a sense of being away
Figure 16: Trends in booking a holiday, January 2020 - January 2021
EATING OUT PARTICIPATION
Takeaway now just as popular as eating in
Figure 17: Eating out participation, October 2020
DIETARY PREFERENCES
More than 9 in 10 consumers eat meat …
… but the majority are either cutting back or looking to reduce/limit their consumption
Figure 18: Dietary preferences, by age groups, October 2020
Rise of flexitarianism among under-35s
POPULAR MEAL TIMES
Dinner most popular takeaway meal 
Figure 19: Popular meal times for eating in/ordering takeaway, October 2020
Parents driving takeaway
IDEAL MENU
COVID-19 accelerates global flavours 
Figure 20: Attributes of an ideal restaurant/takeaway menu, October 2020
Over-65s lead British farm produce 
Snacks at forefront of innovation 
Figure 21: Attributes of an ideal restaurant/takeaway menu, by popular meal times for any eaten in/ordered takeaway, October 2020
EATING OUT BEHAVIOURS
Getting safety right
Figure 22: Eating out behaviours, October 2020
Hallmarks of quality
Sustainability
Balanced eating 
Premiumisation 
Affordability
Experience matters
Less is more …
… as long as it’s inspired
Big opportunity to aid health intentions – CHAID analysis
Figure 23: Menu Trends – CHAID – Tree output, October 2020
PERCEPTIONS OF MENUS
Local produce perceived to be high quality
Figure 24: Perceptions of menus – Correspondence Analysis, October 2020
All-you-can-eat meals an indulgent, but unhealthy treat
Figure 25: Perceptions of menus, October 2020
Sharing plates to excite the palate
Low calorie aligns with lighter fare
Figure 26: Perceptions of menus, by dietary preferences, October 2020
Plant-based is perceived as natural
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Correspondence analysis methodology
CHAID methodology
Figure 27: Menu Trends – CHAID – Table output, October 2020