Whilst consumer confidence is recovering, behaviours are changed permanently. Despite being more flexible with budget, on the go consumers are conscious about spending.

Although they may be willing to trade quality for value and service when buying food on the go, when it comes to hot drinks there is an expectation of quality

FOOD TO GO

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The Shopper Barometer study was conducted in December 2013 with 1,200 primary household shoppers.

For further information please contact Shelley Watson, Head of Shopper & Retail

T: 01865 336 400 E: shelley.watson@spafuturethinking.com

Data courtesy of SPA Future Thinking

www.spafuturethinking.com

TheShopperBarometer

How have our buying habits changed over the past year?

34 32 26 18 15

Products currently purchased at least once per week

+2% -6%

-9%

+3%

+3%

Movement since 2013

Spend or save?

1 in 3 buy hot drinks on the go at least once per week

Hot drinks are the new favourite on the go item, while breakfast and snacks on the go are out of the question for more than one third of consumers

More than 1/3 never buy breakfast or daytime snacks

on the go

Less than 20% will never purchase

lunch on the go

To buy or not to

buy?

Consumers have adopted a cost-cutting mindset which continues to influence behaviour …and they are employing tactics to help them save

63% attempting to spend less on lunch vs. 34% in 2013

Location, location

Preference for Starbucks is growing, up from 8% in 2013

to 30% in 2014. However, availability remains on the low side

Greggs is the most popular choice at 53%, up from 35% in 2013

53 39 41 30 22 23 20 30

Visit regularly

Would prefer if available

36 16

Saving tactics mean that consumers often settle when it

comes to lunchtime location Whilst Tesco is a popular on the go location it seems

consumers would prefer other chain outlets if available

39 35

Our hearts desires

Quick Service 46%is the most desired attribute for lunch

on the go

Best taste

22%

Best value for money

12%

Best quality

20%

Quick service

46%

Always find something I like

42%

Best value for money

39%

Friendly staff

39%

Fresh food

39%

Lunch buyers take many factors into consideration with value and

speedy service taking priority

While hot drinks buyers predominantly care

about taste and quality

Cheaper alternatives are sought and hot

drinks become a treat

Boug

t ch

eape

rop

tion

Occ

assi

onal

tre

at

Drin

k co

ffee

from

offi

ce

30%41%41%

Smal

ldr

ink

Offe

ron

lySw

ith

outle

t

19%21%24%

Trav

elm

ug

17%

Cutting back hot drinks costs

Boug

t ch

eape

r op

tion

Mad

e m

ore

pack

ed lu

nche

s

Boug

ht le

ss it

ems

40%51%59%

Skip

ped

lunc

hM

eal

deal

onl

y

Offe

r on

ly

29%30%30%

Switc

hou

tlet

22%

Cutting back lunch costs

But hot drinks consumers are downgrading to a smaller cup

Average spend per purchase

Lunch£4.05£3.31

Hot Drinks£2.05£2.22

20142013

Lunch budget has increased, with average spend accounting for monthly

outgoings of around £80

22%

Increase in daily lunch on the go spend over the

past year