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'Food to go' Opportunities for the Lunchtime Trade - Ireland - December 2010

The Irish food-to-go market has seen its value decline during the recession, with consumers increasingly seeking out more cost effective ways of eating lunch, including the use of packed lunches and special meal offers. Consumers are increasingly trading down in this market from premium food options to more value-oriented products.

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Abbreviations
          • Insights and Opportunities

            • Targeting cost-conscious young women in NI
              • Elevating the meal deal category
                • Rethinking packaging
                • Market in Brief

                  • 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

                                    • 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

                                                    • Key points
                                                      • Convenience in high demand as lunchtime shrinks
                                                          • 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
                                                          • 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
                                                          • Figure 3: Agreement with statements relating to health, NI and RoI, 2010
                                                        • Salt reduction targets set
                                                            • Figure 4: UK Food Standards Agency 2012 salt reduction targets
                                                          • Health lobby targets saturated fats
                                                            • Cleaning up ingredients
                                                              • 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
                                                                  • Figure 6: Agreement with selected lifestyle statements, 2005-10
                                                                • Interest grows in origin, animal welfare
                                                                  • Figure 7: Agreement with selected lifestyle statements, 2005-10
                                                                • Demand for organic options
                                                                  • 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
                                                                  • 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

                                                                    • Key points
                                                                      • Food-to-go market loses value in the recession
                                                                        • Food-to-go retailers feeling the recession bite
                                                                          • Economic outlook poor for RoI
                                                                            • 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
                                                                              • 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

                                                                              • Key points
                                                                                • Foodservice continues to suffer
                                                                                  • Figure 13: Foodservice market* growth by outlet sub-categories, all-Ireland, 2004-09
                                                                                • Trying to attract more diners
                                                                                  • Will lunch box austerity continue?
                                                                                    • 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

                                                                                        • Strengths
                                                                                          • Weaknesses
                                                                                          • Who’s Innovating?

                                                                                            • Key points
                                                                                              • Sandwich and pastry launches on par
                                                                                                • Figure 15: Number of new lunchtime food-to-go launches, by sub-categories, UK and Ireland, 2005-11*
                                                                                              • Range extensions lead NPD activity
                                                                                                • Figure 16: Number of new launches, by launch type, UK and Ireland, 2005-11*
                                                                                              • Own-label dominates activity, led by Tesco and M&S
                                                                                                • Figure 17: new launches, by own-label v branded, UK and Ireland, 2005-11*
                                                                                                • Figure 18: Number of new launches, by company, UK and Ireland, 2005-11*
                                                                                              • Clean labelling and green claims most popular
                                                                                                • 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

                                                                                                                  • Key points
                                                                                                                    • Recession dampens growth in food-to-go market
                                                                                                                      • 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
                                                                                                                              • Figure 21: Estimated retail and foodservice value market share of lunch food-to-go, IoI, 2010
                                                                                                                          • Market Segmentation

                                                                                                                            • Key points
                                                                                                                              • Salad leads growth from a small base
                                                                                                                                • 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
                                                                                                                                      • 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
                                                                                                                                            • 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
                                                                                                                                                  • 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

                                                                                                                                                    • 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

                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                            • Evolving main meal occasions
                                                                                                                                                                                                                                                                                                                • Figure 26: Time of day for main meal occasion, RoI and NI, 2005-10
                                                                                                                                                                                                                                                                                                              • Coffee shops and sandwich bars
                                                                                                                                                                                                                                                                                                                  • Figure 27: Consumers visiting coffee shops and sandwich bars in last 12 months, RoI and NI, 2005-10
                                                                                                                                                                                                                                                                                                                  • 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
                                                                                                                                                                                                                                                                                                                      • Figure 29: Frequency of visits to coffee shops, RoI and NI, 2007-10
                                                                                                                                                                                                                                                                                                                    • Sitting in vs. taking out
                                                                                                                                                                                                                                                                                                                        • Figure 30: Purpose of visits to coffee shops, RoI and NI, 2007-10
                                                                                                                                                                                                                                                                                                                      • Most sandwich bar users visit with medium frequency
                                                                                                                                                                                                                                                                                                                          • Figure 31: Frequency of visits to sandwich bars, RoI and NI, 2007-10
                                                                                                                                                                                                                                                                                                                        • Visitors to sandwich shops prefer to sit in
                                                                                                                                                                                                                                                                                                                          • Figure 32: Purpose of visits to sandwich bars, RoI and NI, 2007-10
                                                                                                                                                                                                                                                                                                                        • Four in five consumers have eaten takeaway in the last year
                                                                                                                                                                                                                                                                                                                            • Figure 33: Takeaways eaten in last 12 months, RoI and NI, 2005-10
                                                                                                                                                                                                                                                                                                                            • Figure 34: Frequency of eating takeaways, RoI and NI, 2006-10
                                                                                                                                                                                                                                                                                                                        • The Consumer – Attitudes Towards Lunch

                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                            • Consumers look for variety, value and health
                                                                                                                                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                                                                                                                                  • 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
                                                                                                                                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                                                                                                                      • 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
                                                                                                                                                                                                                                                                                                                                      • Figure 40: Agreement with selected statements relating to healthy lunches, NI and RoI, August 2010
                                                                                                                                                                                                                                                                                                                                  • The Consumer – Target Groups

                                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                                      • RoI target groups
                                                                                                                                                                                                                                                                                                                                        • 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
                                                                                                                                                                                                                                                                                                                                                                        • 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

                                                                                                                                                                                                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 47: Pound to euro exchange rate used (annual average), 2004-13
                                                                                                                                                                                                                                                                                                                                                                                              • NI Toluna consumer demographics
                                                                                                                                                                                                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 50: Agreement with statements relating to lunch (continued), by all demographics, NI, August 2010
                                                                                                                                                                                                                                                                                                                                                                                              • RoI Toluna consumer demographics
                                                                                                                                                                                                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 53: Agreement with statements relating to lunch (continued), by all demographics, RoI, August 2010
                                                                                                                                                                                                                                                                                                                                                                                              • NI Toluna consumer typology data
                                                                                                                                                                                                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 56: Agreement with statements relating to lunch, by consumer type, RoI, August 2010
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 57: Consumer types, by all demographics, NI, August 2010

                                                                                                                                                                                                                                                                                                                                                                                            Companies Covered

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                                                                                                                                                                                                                                                                                                                                                                                            'Food to go' Opportunities for the Lunchtime Trade - Ireland - December 2010

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