The UK Food-To-Go market is predicted to be worth £23bn in 2024 and then grow by nearly 3% over the following three years (Lumina), with health and sustainability being key factors driving that growth due to their increasing value to consumers.

When it comes to the expected growth within the different channels that make up food-to-go, the convenience store grab and go channel is the one predicted to benefit the most, followed by sandwich and bakery outlets and then coffee shops and cafes.

“Food-to-go is definitely a growing opportunity for wholesalers and independent retailers and packaged fruit is certainly one of the key sub-categories that they should be offering their customers, because we know that consumers are increasingly looking for healthy food options which are easy on the pocket,” comments Garth Roberts, UK Country Sales Manager at Dole Sunshine Company.

“Alongside sustainability, I think the biggest trend is health as there’s no doubt that an increasing number of consumers are looking for a healthier diet, and that includes on the go options,” adds Roberts. “However, a recent survey on attitudes to healthy eating revealed that 32% of people admit that money concerns cause them to eat less healthily. For many consumers who are shopping on a budget, fresh fruit and vegetables can be one of the first things to come off the shopping list, which really highlights the importance of retailers and brands who are committed to supporting healthier choices for their customers, and specifically helping people to eat healthily on a budget.”

Healthy fruit snacks and healthier lunch items in general should be front and centre when retailers and wholesalers are trying to make the most from the food-to-go opportunity. All Dole’s fruit snacks are non-HFSS which, along with their convenient packaging, makes them perfect for the lunchbox. For many consumers who are shopping on a budget, fresh fruit and vegetables can be one of the first things to come off the shopping list, which really highlights the importance of retailers and brands who are committed to supporting healthier choices for their customers, and specifically helping people to eat healthily on a budget.

Dole Sunshine Company is the UK category leader in packaged fruit snacks, with its entire product range containing 100% real fruit, with no added sugar in any of its fruit in juice range. Its products are enjoyed by consumers, not only because of their taste and health benefits, but also due to their versatility as they can be consumed at breakfast, as a mid-morning snack, as a dessert, at home, in the office, at the gym, on the train or literally anywhere and whenever you like. Its best-selling products come in convenient and recyclable packs which can be eaten at home or on the go.

This summer Dole carried out a huge consumer activation campaign which got the country talking about fruit and celebrating its role in meals and treats. To spearhead the campaign, Dole teamed up with TV presenter Angellica Bell who is best known for her appearances on The One Show amongst others, as well as winning Celebrity MasterChef. This celebrity partnership helped promote two big campaigns for the Dole’s ingredients, with Angellica becoming the face of the brand’s creative PR and social media campaigns which will run through to Spring 2025. The partnership is split into two campaigns that are designed to highlight the taste, quality, versatility and convenience of Dole’s Tropical Gold Pineapple and their snack pot ranges, including the recently launched Dole Fruit in Jelly Kids pots.

Alongside the celebrity partnership, Dole undertook a huge summer sampling programme at events such as Fearne Cotton’s Happy Place Festival, which took place in both London and Manchester. Alongside this was a major social media drive where Dole teamed up with a café to secretly add pineapple to a traditional English Breakfast while a hidden camera filmed people’s reaction, supported by a media campaign reaching over two million consumers.

Nic Storey, Senior Sales Director, Impulse & Field Sales at PepsiCo, comments: “There’s no denying that Brits are firmly on the move again and when they are, they are looking for snacks to enjoy. Out of home snacking makes up 19% (+5pp) share of all snacking occasions (Bolt), highlighting the significant opportunity for wholesalers to help retailers to capitalise on lunchtime and on-the-go occasions through stocking products that will ensure retailers can encourage spend in store.”

With the total Salty Snacks category in independent and symbol stores now being worth £631.6m and growing at +18.0% (Nielsen IQ), there is evidence to show that snacking remains a huge part of day-to-day UK life, a portion of which will be enjoyed on the go or through lunch. The Crisps, Snacks and Nuts segment accounts for 94.1% value sales of Total Savoury Snacks (Nielsen IQ), making it a huge opportunity for wholesalers to grow their savoury snacking sales through ensuring their offering appeals to retailers looking to cater to lunch and on the go missions.

“Retailers can unlock the full potential of lunch and on-the-go missions by offering meal deals that provide shoppers with value and convenience, while also serving as a treat for hybrid workers,” adds Storey. “To support this, wholesalers should stock a diverse range of savoury snacks in various flavours and formats. This will help retailers attract shopper attention, boost sales, and increase basket spend by catering to a wide array of tastes within these missions.”

Enjoyment is the number one driver of choice when buying crisps and snacks (Kantar Bolt), so wholesalers should ensure they are stocking popular brands and flavours in formats suited to lunch and on the go, as well as offering the latest NPD in bold and exciting flavours to cater to this need for enjoyment. Well-loved core brands such as Quavers, Wotsits and Monster Munch continue to drive sales in the channel and work alongside a wide range of taste-led NPD, helping to maximise sales.

“As consumers look for snacking options with less fat or salt, it’s essential for wholesalers to prioritise variety and a wide selection,” says Storey. “To meet the needs of retailers – and by extension, their shoppers – wholesalers should stay informed about the latest new product developments (NPD) that offer lower salt or lower fat options.”

Monica Chauhan, commercial manager at Bridge Cheese, says: “Wholesalers need to invest in a range of good quality products that are ideal ‘grab and go’ to capture the growing food-to-go sector.”

The latest figures from Lumina Intelligence suggest that the food-to-go sector is tipped to grow 3.5% in 2024, reaching a value of £23bn by the end of the year. This means it is very much worth wholesalers investing in a range of good quality products which are ideal ‘grab and go’ options for end-user retail customers, while also stocking a variety of fresh lunch ingredients for food service clients.

After years of working from home due to Covid restrictions, the migration of workers back to the office is in full swing. According to research by Virgin Media O2, 40% of companies are now asking staff to return to the office five days a week, and 92% are enforcing some mandatory time back in the office. With people back at their desks, we are seeing the return of the office lunch, and this is driving sector growth.

“There will always be a demand for healthier food, as taking care of yourself never really goes out of fashion. Many food products that wholesalers stock are available in lower calorie or reduced fat options, whether it’s fresh lunchtime ingredients or pre-packaged items, so it’s worth offering customers flexibility so they can meet consumer demand for healthy lunches,” adds Chauhan.

“There’s a few trends we’ve observed from the wholesale and end user customers we work with. The first one is diversity of range. Consumers today are demanding different options for lunch, whether that’s something that is high protein or high fibre, or something to really excite their tastebuds with flavour inspiration drawn from around the world. Breadth of range is key to bringing in more customers, and keeping them coming back for more.”

“The second trend is for tiered price offerings. Consumers are not seeing a drop in food inflation yet, so retailers need to ensure lunch and food-to-go products are pitched to cater for all price points. To support customers who need to make some of their products more cost-effectively to lower the cost to consumers, wholesalers should consider stocking better value options, particularly for food service businesses. From a cheese perspective, for example, this could be a blended product which mixes flavourful mature cheddar with low cost mild cheddar to reduce the cost of the final product without compromising on taste.” The consumption of soft drinks such as fizzy drinks is reducing due to ‘high sugar content, artificial colouring, phosphoric acid, artificial sweeteners, and caffeine’, creating a greater shift in demand from carbonated drinks towards natural fruit juices (Global Newswire).

‘Not From Concentrate’ is leading the juices category, something wholesalers should consider when choosing their summer soft drinks range.

This coincides with research commissioned by Cawston Press via YouGov, which highlighted that 60% of UK adults are concerned about the amount of sugar and sweeteners in fizzy drinks and 63% would also prefer if their drinks were made with more natural ingredients (YouGov).

45% of today’s customers consider health benefits as the most important factor when choosing drinks, the second being “natural ingredients”, both factors being ranked more important than price (Mintel).

This trend is impacting the soft drinks sector as demand is shifting from drinks with high sugar content to healthier options with a streamlined ingredients list (Cawston Press and YouGov).

All Cawston Press’ drinks are made with no added sugar, no sweeteners and not from concentrate, being the biggest brand in the ‘Not from Concentrate’ category, which is expected to witness remarkable growth in the coming years, with 68% of consumers already consciously aware of the difference between NFC juices and those from concentrate.

Celebration Packaging Managing Director Nick Burton, comments: “According to Lumina Intelligence’s Food To Go Market report (March 2024), the UK food to go market is expected to grow 3.5% to a value of £23bn in 2024, outpacing its pre-pandemic value by 9.3%.”

According to Lumina Intelligence’s Food To Go Market report, the growth will be driven by the expansion of a variety of formats including travel hubs, drive-thru and kiosk-style services. An additional 1,000 outlets are expected each year to 2027 with coffee shops, bakery and sandwich sites and travel hubs leading this expansion.

According to a recent report by Mintel (June 2024), 68% of UK consumers claim to be eating healthily all or most of the time.

Celebration Packaging provides practical and sustainable packaging for the food-to-go category. If the demand for healthier food options is growing, then this goes hand in hand with consumers becoming increasingly well informed about the provenance of its packaging and how to dispose of it.

Tash Jones, Commercial Director at Fairfields, comments: “Demand for healthier, non-UPF (ultra-processed food) food-to-go products is increasing, but the prevailing trend is consumers’ demand for choice. It is important for wholesalers and retailers to position themselves as the ‘one-stop’ solution for consumers in this regard.”

Consumers do care about provenance, but not at the expense of pricing. They remain incredibly cost-conscious, and the best thing brands can do is meet them in that space. Fairfields provides outstanding provenance from its Essex farm, and its pricing to wholesalers tends to be comparable with the multinationals—partly due to the efficiencies we gain from growing its own potatoes and cooking on-site at the farm.

The best-selling crisps in the hand-cooked Fairfields range are the classic flavours that are must-stocks: Lightly Sea Salted, Salt & Vinegar, and Cheese & Onion.

Fairfields Farm has just introduced brand-new Prawn Cocktail crisps. Like the rest of the range, the new flavour is vegan and gluten-free.

Tim Hobbs, Foodservice Director at Freemans Event Partners, comments: “Several key trends are pushing the food-to-go market forward, with convenience at the forefront. According to a 2023 survey, 68% of UK consumers regularly purchase food-to-go items, with 47% citing convenience as their primary motivator (QSR Media).”

Spectators, in particular, are no longer content with just sitting down for a meal; they want something they can grab quickly and enjoy while staying engaged with the event.

A great example of this is Freemans Event Partners’ recent launch of a new retail concept at Lord’s Cricket Ground, which will revolutionise the matchday experience for cricket fans. The two-floor structure, which was introduced in May 2024, offers a wide variety of food and drink options under one roof including delicious curries when India, Sri Lanka and Bangladesh are in town, and more BBQ-inspired flavours when the likes of Australia and South Africa visit. Additionally, there are self-checkout kiosks which drastically reduce queuing times. This streamlined approach is about enhancing the overall spectator experience by giving them more choice and freeing up more time to enjoy the event.

Consumers are increasingly health-conscious and this trend is driving a significant shift in all sectors of the hospitality industry.

Freemans is responding to this demand by offering a broader range of healthier options, from fresh salads to plant-based meals at all kinds of events, from rugby matches to Taylor Swift concerts. These options are becoming just as popular as traditional favourites, particularly as people become more aware of the benefits of a balanced diet.

Consumers today are more discerning about the origin of their food. They want to know not just what they’re eating, but where it comes from and how it’s made.

Freemans Event Partners has embraced this trend by ensuring transparency in its supply chain and highlighting the quality of ingredients used. For instance, its. traditional Cornish pasty, made with 100% British beef and Cornish potatoes, remains a top seller because it resonates with customers who value locally sourced, high-quality products. Freemans also works closely with local street food vendors, delivering 27 types of cuisine on average at each event to ensure consumers have a wide variety of choice. From the popular Ted’s Tacos and Mac ‘n Cheese outlets, to Pick ‘n Mix presented in a London Bus and traditional Pimm’s served from an authentic H-Van.

Shaun Whelan, Jack Link’s Convenience/Wholesale and OOH Controller, comments: “Healthier snacking and protein has become mainstream with nearly one in three UK households buying ready to eat meat snacks. More shoppers are searching out high protein, tasty meat snacks as healthier alternatives to traditional crisps and confectionery.”

Many shoppers see meat protein snacks as the best source of protein to give them energy for the whole day, which makes Jack Link’s a good alternative to traditional crisps.

The opportunity to unlock additional sales is huge. The jerky and biltong meat category has nearly doubled in value over the last five years and has the headroom to double again as still less than one in ten households buy it. High protein meat snacks is a high growth opportunity convenience forecourt retailers cannot afford to miss.

The strong category growth has been led by the clear category leader Jack Link’s which has more than tripled retail sales value over the last five years and the increase in sales and volume is making Jack Link’s an excellent alternative snacking option to traditional crisps and nuts.

Jack Link’s has recently undergone a packaging re-design to meet the key drivers for meat snacks. The new packaging redesigns are modern, promote the high-quality aspect of the product and reflect category trends in craftmanship and functional nutrition benefits.

The jerky and biltong meat snacks category is growing in popularity as we see more and more shoppers search out high protein, tasty convenient snacks that are seen to be healthier alternatives to traditional snacks. The opportunity to meet shopper demand and unlock additional sales is huge.

Merchandising with other bagged snacks, crisps and nuts is fundamental, as ambient protein meat snacks offer a healthier alternative snack for shoppers, who have become more health conscious and are seeking out a high protein, low calorie brand that tastes great.

Dual merchandising of Jack Link’s is key to ensure shoppers can easily find their favourite brand on the main fixture. When merchandised alongside crisps, nuts and bagged snacks, Jack Link’s Beef Jerky offers customers a healthier option, encouraging them to trade-up. The brand also has clip strips available to prompt unplanned incremental purchases.

Protein has become mainstream with nearly one in three UK households buying ready to eat meat snacks from brands they trust. More shoppers are searching out high protein, tasty meat snacks as healthier alternatives to traditional crisps and confectionery.

Ross Davison, Head of Convenience at Kepak (Foods Division), home of Rustlers, comments: “The ‘total food to go’ and ‘eating out’ market is continuing to recover with growth in value sales +7.3% year on year (MealTrak & Nielsen), spurred by a gradual return to workplaces and pre-pandemic behaviours.

Food to go remains the lion-share of the eating out market, with 71% of spend. Eating out has seen faster growth (+9.9%) compared to food to go (+6.3%) as the market recovers from Covid years (MealTrak & Nielsen).

However, more recently we have seen a slowdown in eating out of home, which indicates shoppers are potentially feeling the cost of living starting to pinch (MealTrak & Nielsen).

“Retailers should ensure they are promoting their food-to-go offerings on social media to connect with Gen Z shoppers,” adds Davison. “This is the place where consumers expect to hear from the brands they love. Two thirds (67%) claim to ‘often hear about food or drink on social media’ while 63% claim to ‘often talk about food or drink with their friends (IGD).”

New products are key for this age group. Seventy per cent of Gen Z shoppers say they like trying new and different foods (IGD). This generation views food as fuel, making protein and energy-packed food to go critical to this age group. Gen Z are more likely to view food as functional. Fifty per cent of shoppers strongly agree that food is important to them because they need it for energy, while only 38% agree food is important to them for other reasons (IGD).

Matt Collins, Sales Director, KP Snacks, comments: “Food to Go remains an important mission and scalable channel, serving a transient population and on the go society. The Food to Go market is rebounding with a return to pre-pandemic routines boosting footfall.

“We are confident about the future of the category, having already seen significant recovery in the sector, and our portfolio is well-placed to capitalise on and drive singles recovery. At KP Snacks, we are continuing to excite and interrupt with flavoursome innovation, having the right brands in the right formats, meeting changing shopper missions as needs adapt, and building brand equity by doing the right thing. This means that we are focused on acting in a more socially responsible way in every part of the business, whether it be through packaging reductions, healthier products, and promoting healthier lifestyles.”

Weekday lunchtimes are the most popular time for eating on the go, with 62% of consumers saying they enjoy picking meal deal combos (Mintel). It’s key that retailers offer the right core range in the right formats to capitalise on mealtime occasions, boosted with the right promotions and in-store merchandising.

Retailers should look to create value by understanding customer expectations, whether that be through premium or value offerings. 53% of shoppers look for meal deals when buying food to go (IGD) and 34% of shoppers say they would pay more than £5 for meal deals if the products were high quality (Harris Interactive). Many office workers have not gone back to the office full time. Hybrid workers may view food-to-go as more of a treat if purchasing less frequently and will likely be willing to spend more, meaning there is opportunity to create premium lunch deals catered to part-time office workers.

KP Snacks portfolio delivers the top three selling meal deal SKUs. Hula Hoops Big Hoops BBQ Beef is the top selling PMP in the convenience channel, worth £12.2m, and takes the No.1 spot for best-selling Meal Deal choice (Nielsen IQ). The Hula Hoops brand is worth £199./3m and growing at +11.2% (Nielsen IQ). McCoy’s Salt & Vinegar and Flame Grilled Steak are the No.2 and No.3 best-selling meal deal choices, perfect for livening up lunch.

Meanwhile Tyrrells is perfect for customers seeking a more premium snack – this award-winning hand cooked English crisp brand, has 91 Great Taste awards, more than any other crisp brand on the market. Jamie McCloskey, co-founder LOVE CORN, comments: “The food-to-go sector has seen significant growth, particularly post-pandemic, as more people are returning to offices, travelling and resuming social activities. With people on the move more due to their busy lifestyles, they need their food habits to move with them. This has resulted in an increase in demand for convenient food solutions, with snacking occasions on the rise.”

Although food-to-go is predominantly known for providing a quick and easy lunchtime meal, product ranges are being ramped up, from new meal deals and a variety of cultural flavours to premium options at competitive price points. Convenience, taste and price must all work hand in hand together to offer the consumer incentive to buy.

“We are working to debunk the perception that better for you snacks are more expensive and so we’ve created a better for you snack that is affordable, tastes delicious and easy to eat wherever you are,” adds McCloskey. “LOVE CORN has been a big hit in the food to go aisle as we make real efforts towards hitting these trends on multiple levels – great taste, affordable, 50% less fat than crisps, low sugar and gluten free.”

In today’s fast paced world, the food-to-go sector is experiencing significant growth, driven by the increasing number of consumers seeking convenience without compromising on quality. As people’s lifestyles become more mobile, wholesalers are in a prime position to capitalise on this shift by offering products that meet evolving shopper demands.

One key trend among consumers is the need for convenience, but today this doesn’t mean just grabbing any available snack. Today’s consumers are more concerned about what they eat, with more consumers now looking for healthier options to fuel their busy lives. The demand for low-calorie, high-protein, and plant-based alternatives is surging, with consumers seeking snacks that not only taste good but also contribute to their well-being. Products that are gluten-free, vegan-friendly, and made with all-natural ingredients are at the forefront of this demand, highlighting a significant shift towards more mindful eating habits. LOVE CORN, with its range of delicious and crunchy corn snacks, perfectly captures this trend, offering a healthier alternative to crisps and an allergen free solution to nuts.

Michelle Bloom, Marketing Manager, Nomadic, comments: “Right across the Food-to-Go sector, we’re seeing there’s something of a balancing act going on in consumer choice. More and more, they’re varying their choice of FTG between healthier offerings and those that are more indulgent (so-called ‘permissible treats’). And that’s evident across all categories, from drinks, to mains and snacking options.

“Overall, there’s obviously far greater options now when choosing healthier food-to-go, including products that can provide essential vitamins, minerals and protein.”

Those three factors – vitamins, minerals and protein – are some of the key trends that Nomadic is tapping into within its range of protein puddings and complete meal drinks. On top of those, there’s a genuine trend for seeking out products which are not only convenient, but genuinely nourishing. That’s as true in meals as it is in snacks.

These are all long-term continuing, not short-lived, trends with a lot of future growth potential.

There is a genuine demand for convenient and easy-to-use packaging to make meal times as easy as possible when on the go.

Hard-working people who’re on their feet a lot are looking for convenient, filling, tasty, products that also tick the right ingredient boxes.

“In addition, retailers should also be tapping into the ongoing appeal of meal deals. To help them take advantage, we’re providing them with new products such as our ‘Good to Go’ pouched snacks and extra SKUs in our Yogurt & Oat Clusters,” adds Bloom.

“We’re seeing more interest in product ingredients and benefits, to be honest. “Is it filling?”, “Is it nourishing?”, “What added benefits does it contain?”, etc. While these far outweigh concerns about provenance, it IS fair to say that people are increasingly choosing food that provides the right balance between convenience and health.”

Lucy Richardson, Unilever UK Category Manager, comments: “Snacking is worth £29.3m in Convenience (+23.5%), with Pot Snacks remaining the main sub-category, making up 66% (Kantar) market share. This category is key for shoppers, students and workers wanting quick, easy, and affordable lunches. Food to Go has grown exponentially in the last few years. Gone are the days where options simply included a sandwich and a packet of crisps. Shopper demands have evolved, and retailers now need to cater with variety, flavour, healthy and free-from products and where possible, include hot options.”

The Pot Snacks category offers a quick, value-for-money, hot meal solution, which customers often choose as a convenient, low-cost lunchtime option. In fact, more than 50% of Pot Snacks are consumed at lunchtime and with 70% eaten on the go, along with a soft drink, crisps or confectionery. This makes Pot Snacks an important and valuable category for retailers who have high lunchtime trade. Putting them next to other ‘Food for Now’ categories, can really boost sales.

Key seasonal moments within this category include colder months, Back to School/University and the New Year (where people tend to be more budget conscious).

Wall’s, the UK’s No.1 sausage roll brand is targeting breakfast occasions with the launch of its first to market All Day Breakfast Scotch Egg, alongside a new All Day Breakfast Jumbo Roll and All Day Breakfast Slice.

The delicious trio have been developed to meet the increased demand for quick and convenient breakfast options, with more than half of people now eating breakfast on the move (Vypr).

The All Day Breakfast Scotch Egg (113g, RRP £1.50) and the All Day Breakfast Jumbo Roll (130g, RRP £1.20) are available now. Both products, as well as the All Day Breakfast Slice (180g, RRP £1.85), are available now through the convenience channel.

The All Day Breakfast Scotch Egg is an innovative twist on a British classic. The first to market breakfast scotch egg combines a hard-boiled egg, with seasoned pork sausage meat and golden breadcrumbs, complete with smoked bacon and a hint of tomato.

The All Day Breakfast Jumbo Roll is an all-new recipe for Wall’s no.1 selling Jumbo Sausage Roll. Filled with all the delicious ingredients you can expect from a traditional full English breakfast, including sausage, bacon, egg and beans, it offers shoppers a full breakfast wrapped up in Wall’s signature light puff pastry.

Wall’s is also launching the All Day Breakfast Slice, which includes the same ingredients as the Roll in a larger, slice format. The slice has been designed to be an easy breakfast on-the-go and can be warmed in the microwave or eaten cold.

The launch of Wall’s breakfast range is set to build on the brand’s record sales over the past 52 weeks, growing +49% (IRI). It comes as part of its wider strategy to introduce more formats and cater for a wider range of eating occasions, having recently launched into quiche and the food-to-go category.

Jason Manley, Brand Director at Wall’s Pastry, which is part of The Compleat Food Group, said: “As a category leading brand, we know we can add real value to Chilled Savoury Pastry and one way to do that is through delivering exceptional food in exciting formats that tap into new occasions.

“Demand for quick, easy but super tasty on the go breakfast solutions is on the rise, and our range offers shoppers a new way to enjoy the Wall’s brand, whether that’s through a twist on our well-loved Jumbo Roll or brand new concepts like the Breakfast Scotch Egg. We know they will be a real hit with shoppers, encouraging more people to buy into the category and offering loyal fans something new.”

 

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