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Colleges and Universities Foodservice - US - May 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Mintel Menu Insights
Sales data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
College and university foodservice has posted steady growth since 2009
Figure 1: Total US retail sales of college and university foodservice, at current prices, 2009-14
Steady, but confident growth is forecast for college and university foodservice
Figure 2: Fan chart of market value for college and university foodservice sales, at current prices, 2009-19
Market drivers
Key players in the market
Figure 3: Total US retail sales of college and university managed services and self-managed services foodservice, at current prices, 2010-15
The consumer
On-campus snacks are a top opportunity to entice students
Figure 4: Meals and snacks by where purchased (on-campus versus off-campus) (means), February 2014
Students find off-campus restaurants to have more selection and are rated higher on affordability
Figure 5: Primary reasons for dining on-campus, February 2014
Figure 6: Primary reasons for dining off-campus, February 2014
College students want affordable meals, along with healthy, flavorful, and customizable
Figure 7: On-campus dining improvements, February 2014
What we think
ISSUES AND INSIGHTS
What are the biggest roadblocks for college and university foodservice?
The issues
The implications
How should dining services re-engage the student body?
The issues
The implications
What food or beverage opportunities still remain for college foodservice?
The issues
The implications
TREND APPLICATION
Trend: Non-Standard Society
Trend: The Real Thing
Trend: Life Hacking
MARKET SIZE AND FORECAST
Key points
Market size insight
Sales and forecast of college and university foodservice
Figure 8: Total US retail sales of college and university foodservice, at current prices, 2009-19
Figure 9: Total US retail sales of college and university foodservice, at inflation-adjusted prices, 2009-19
Self-managed is projected to hold steady
Figure 10: Total US retail sales of college and university self-managed services foodservice, at current prices, 2009-19
Managed foodservice is the engine of growth for the next five years
Figure 11: Total US retail sales of college and university managed services foodservice, at current prices, 2009-19
Fan chart forecast
Figure 12: Fan chart of market value for college and university foodservice sales, at current prices, 2009-19
MARKET DRIVERS
Key points
Traditional four-year, for-profit colleges are losing enrollment; public colleges and online institutions are growing
College students are harder hit by unemployment
Figure 13: US Unemployment Rate, by month, 2002-14
The American melting pot brings more prospective students
Figure 14: US population by race and Hispanic origin, 2009, 2014, and 2019
Shift in US demographics makes for smaller incoming college class counts
Figure 15: US population, by age, 2009-19
INNOVATIONS AND INNOVATORS
Social meals
Food trucks
Beverages
Food courts
COMPETITIVE CONTEXT
Quick service restaurants
Fast casual restaurants
At-home meals
CAMPUS DINING USAGE
Non-commercial foodservice locations on-campus have a captive audience
Figure 16: Campus meal plan usage, February 2014
Campus meal plans remain a large part in funding foodservice occasions
Engaging students who sparingly use on-campus cafeterias is the largest opportunity
CAMPUS DINING FREQUENCY
Key points
More meals are sourced off-campus than on-campus during the week, especially on weekends
Figure 17: Meals and snacks by where purchased (on-campus) (means), February 2014
On-campus snacking is a source of opportunity
CAMPUS DINING DRIVERS AND ATTITUDES
Key points
Students are driven by the convenience of on-campus eateries
Figure 18: Attitudes toward on-campus dining, February 2014
Three out of four students would like an interactive, on-campus dining app
While variety is available, some students are bored with on-campus cafeteria offerings
Quality beats out affordability for on-campus dining
COLLEGE AND UNIVERSITY ANALYSIS
Key points
The majority of college students are seeking less expensive on-campus foods
Figure 19: On-campus dining improvements, by gender, February 2014
Health desires of students span from salads to locally sourced and organic
Students want to see more flavorful and ethnic options on-campus
Customizable and combos are a demand among college students
MENU ANALYSIS
On-campus menus will need to step up their game in order to compete with off-campus offerings
Figure 20: Quality of foods/beverages ordered on-campus and off-campus, by gender, February 2014
Top proteins at colleges and universities include chicken, pork, and tofu
Vegetables are one of the top menued items at colleges and universities
Vegetarian/vegan is the top menu item claim
Burgers are popping up on more college menus – but are they hitting the spot for college students?
Figure 21: Top 10 menu item dishes at universities, by incidence, second half 2013
MARKETING STRATEGIES
Overview
College students have a pulse on healthful eating and sustainability
Convenience can keep students on-campus
Variety is the spice of life for on-campus dining halls
Intertwining technology and the on-campus dining experience
Students seek out affordability when they dine out
CONSUMER DATA – OVERVIEW
Overall usage of on-campus eateries based on drivers
Figure 22: Primary reasons for dining on-campus or off-campus, February 2014
Healthy food is desired by nearly all students
College students want more flavors and ethnic foods from menus
Customizable and combo meals are important to college students
CONSUMER DATA – BY GENDER
Key points
Women want to see healthier items at college and university cafeterias, while men seek combo meals and flavorful foods
Figure 23: Quality of foods/beverages ordered on-campus, by gender, February 2014
Figure 24: On-campus dining improvements, by gender, February 2014
On-campus coffee offerings are not up to par, according to women
Figure 25: Quality of foods/beverages ordered on- and off-campus, by gender, February 2014
On-campus dining drivers vary between men and women
Figure 26: Primary reasons for dining on-campus, by gender, February 2014
CONSUMER DATA – BY AGE OF COLLEGE STUDENT
Key points
Older students are not engaged users of college foodservice
Figure 27: Meals and snacks by where purchased (on- or off-campus) (means), by age, February 2014
Flavorful and locally sourced foods are a demand from younger college students
Figure 28: On-campus dining improvements, by age, February 2014
CONSUMER DATA – BY RACE
Key points
Meal plan usage ranges by race
Figure 29: Campus meal plan usage, by race/Hispanic origin, February 2014
Improvements for on-campus dining varies by race
Figure 30: On-campus dining improvements, by race/Hispanic origin, February 2014
White, Black, and Asian students are dining off-campus to satisfy needs that are not met at school
Figure 31: Primary reasons for dining on-campus, by race/Hispanic origin, February 2014
Figure 32: Primary reasons for dining off-campus, by race/Hispanic origin, February 2014
CONSUMER DATA – BY HISPANIC ORIGIN
Key points
Snacking occasions are important to Hispanic students
Figure 33: Meals and snacks by where purchased (on-campus) (means), by race/Hispanic origin, February 2014
Hispanics are interested in vegetarian/vegan, combo meals, ethnic foods, beverages, and socializing at on-campus dining locations
Figure 34: On-campus dining improvements, by race/Hispanic origin, February 2014
Hispanic college students are generally satisfied with their on-campus dining options, especially when it comes down to sustainability, value, and food quality
Figure 35: Attitudes toward on-campus dining, by race/Hispanic origin, February 2014
CONSUMER DATA – BY EDUCATIONAL STATUS/GOALS
Key points
Junior colleges struggle to retain students for on-campus meals
Figure 36: Campus meal plan usage, by educational status, February 2014
Healthy is desired among students seeking bachelor’s and master’s/doctoral degrees
Figure 37: On-campus dining improvements, by educational goal, February 2014
CONSUMER DATA – BY LIVING SITUATION
Key points
Students who live at home/on their own do not utilize on-campus eateries as often and seek affordable options
Figure 38: Campus meal plan usage, by living location, February 2014
Figure 39: On-campus dining improvements, by living location, February 2014
Off-campus meals for students who live in dorms is driven by their friends
Figure 40: Primary reasons for dining off-campus, by living location, February 2014
CONSUMER DATA – BY MEAL PLAN STATUS
Key points
Drivers differ among students with and without meal plans when eating on-campus
Figure 41: Primary reasons for dining on-campus, by meal plan status, February 2014
APPENDIX – MARKET DRIVERS
Health and lifestyle
Figure 42: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
Childhood and teen obesity – highest in decades
Figure 43: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
Consumer confidence
Figure 44: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 45: US unemployment rate, by month, 2002-13
Figure 46: US unemployment and underemployment rates, 2007-13
Figure 47: Number of employed civilians in US, 2007-13
Retail channels
Figure 48: Distribution of expenditures on food for off-premise consumption, by channel, 2008-12
Racial, ethnic population growth
Figure 49: US population by race and Hispanic origin, 2009, 2014, and 2019
Figure 50: Households with children, by race and Hispanic origin of householder, 2013
Shifting US demographics
Figure 51: US population, by age, 2009-19
APPENDIX – MARKET SIZE
Self-managed foodservice
Figure 52: Total US retail sales of college and university self-managed services foodservice, at inflation-adjusted prices, 2009-19
Figure 53: Fan chart of market value for self-managed college and university foodservice sales, at current prices, 2009-19
Managed services foodservice
Figure 54: Total US retail sales of college and university managed services foodservice, at inflation-adjusted prices, 2009-19
Figure 55: Fan chart of market value for managed services college and university foodservice sales, at current prices, 2009-19
APPENDIX – OTHER USEFUL CONSUMER TABLES
Consumer data: by gender
Figure 56: Campus meal plan usage, by gender, February 2014
Consumer data: by age of college student
Figure 57: On-campus dining improvements, by age, February 2014
Consumer data: by ethnicity
Figure 58: Living situation, by ethnicity, February 2014
Consumer data: by Hispanic origin
Figure 59: Campus meal plan usage, by race/Hispanic origin, February 2014
Consumer data: by educational status/goals
Figure 60: Campus meal plan usage, by educational status, February 2014
Figure 61: Meals and snacks by where purchased (on-campus) (means), by educational status, February 2014
Figure 62: Meals and snacks by where purchased (on-campus) (means), by educational goal, February 2014
Figure 63: Meals and snacks by where purchased (off-campus) (means), by educational status, February 2014
Figure 64: Meals and snacks by where purchased (off-campus) (means), by educational goal, February 2014
Figure 65: On-campus dining improvements, by educational goal, February 2014
Consumer data: by living situation
Figure 66: Campus meal plan usage, by living location, February 2014
Figure 67: On-campus dining improvements, by living location, February 2014
Figure 68: Primary reasons for dining on-campus, by living location, February 2014
Figure 69: Primary reasons for dining off-campus, by living location, February 2014
Consumer data: by meal plan status
Figure 70: On-campus dining improvements, by meal plan status, February 2014
Figure 71: Primary reasons for dining on-campus, by meal plan status, February 2014
Figure 72: Primary reasons for dining off-campus, by meal plan status, February 2014
APPENDIX – TRADE ASSOCIATIONS

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