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Food to Go - Opportunities for the Lunchtime Trade - Ireland - June 2014

“Despite disposable incomes increasing in NI and RoI, consumers largely remain driven by low price when purchasing lunch outside of the home, meaning that meal deals and price promotions will continue to remain important to attract footfall. Opportunities exist for food-to-go brands and operators to engage in menu and flavour innovations to reinvigorate the lunchtime market.”
- Sophie Dorbie, Research Analyst

Key themes in the report:

  • How is the improving economic situation impacting the market? – As unemployment falls and consumer spending increases, are consumers choosing to eat lunch outside of the home more often or are they opting for packed lunches?
  • Which outlets have the greatest appeal amongst consumers at lunchtime? – What sector of the foodservice industry are Irish consumers choosing to buy their lunch from?
  • How can food-to-go operators appeal to the lunchtime market? – How are foodservice providers appealing to the lunchtime market (eg menu flavours, formats and price promotions)?
  • What future opportunities exist for the Irish foodservice sector? – What future opportunities exist for food-to-go lunchtime operators and how can they encourage Irish consumers to dine outside of the home more often?

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Table of contents

  1. Introduction

      • Key themes in the report
        • Definition
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • The market
                    • Forecast
                      • Figure 1: Estimated indexed value of retail and foodservice sales of lunch food to go, NI and RoI, 2009-19
                    • Market factors
                      • Disposable income increasing
                        • Working hours reducing
                          • Health and convenience driving innovation
                            • Companies, brands and innovations
                              • The consumer
                                • Cafés/coffee shops most popular for food to go
                                  • Figure 2: Places that consumers have bought lunch to be eaten outside of the home, NI and RoI, April 2014
                                • Majority of consumers eat lunch outside of the home once per week
                                  • Figure 3: How often consumers have eaten lunch (eg. bought from a sandwich shop/ supermarket) outside the home in the last three months, NI and RoI, April 2014
                                • Consumers most influenced by convenient location when choosing a lunchtime outlet
                                  • Figure 4: Factors that influence the choice of one venue over another when eating lunch outside of the home, NI and RoI, April 2014
                                • Queues putting Irish consumers off buying lunch outside of the home
                                  • Figure 5: Agreement with statements relating to buying lunch outside of the home, NI and RoI, April 2014
                                • What we think
                                • Issues and Insights

                                  • How can food-to-go operators appeal to the lunchtime market?
                                    • The facts
                                      • The implications
                                        • What impact is the improving economic situation having on the market?
                                          • The facts
                                            • The implications
                                              • What NPD opportunities exist for the lunchtime market?
                                                • The facts
                                                  • The implications
                                                  • Trend Application

                                                      • Trend: Guiding Choice
                                                        • Trend: Help Me Help Myself
                                                          • Trend: Let’s Make a Deal
                                                          • Market Overview

                                                            • Key points
                                                              • NI consumer finances more favourable than RoI
                                                                • Figure 6: Financial health of consumers, NI and RoI, April 2014
                                                              • RoI consumers spending more on lunch, as disposable income increases
                                                                • Figure 7: Monthly household spend on lunch at work/school, RoI, April 2013 -March 2014
                                                              • Improvements in NI disposable income; but still lagging behind RoI
                                                                • A fifth of consumers work long hours at least once a week
                                                                  • Figure 8: Consumers who work long hours, by frequency of doing so, NI and RoI, July 2013
                                                                  • Figure 9: Average annual hours actually worked per worker, UK and Ireland, 2000-12
                                                                • Convenience driving consumer choices
                                                                  • Street vendor segment ideally placed to offer the convenience consumers seek
                                                                    • Health driving innovation in the market
                                                                      • Figure 10: Factors perceived to be important for a healthy lifestyle, NI and RoI, July 2013
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • One third of consumers eat a packed lunch each day
                                                                        • Figure 11: How often consumers bring their own packed lunch within the last 3 months, NI and RoI, April 2014
                                                                      • Women more likely to bring a packed lunch with them to work or school
                                                                        • Figure 12: Consumers who bring their own packed lunch everyday/ almost every day, by gender, NI and RoI, April 2014
                                                                      • Packed lunches a money-saving option
                                                                        • Figure 13: Estimated indexed value changes in cost of living and discretionary income, NI, 2008-18
                                                                      • Products launched for lunchboxes increase 73% 2008-13
                                                                        • Figure 14: Products launched claiming to be suitable for lunchboxes/ packed lunches, UK and Ireland, 2008-14
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Food-to-go sales continue to recover following the economic crash
                                                                          • Figure 15: Estimated retail and foodservice sales of lunchtime food-to-go, IoI, RoI and NI, 2009-19
                                                                        • Growth in market value forecast for food-to-go lunchtime market
                                                                          • Figure 16: Estimated indexed value of retail and foodservice sales of lunch food-to-go, NI and RoI, 2009-2019
                                                                      • Strengths and Weaknesses

                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • Continued NPD activity in the sandwiches and wraps category
                                                                                • Figure 17: Total product launches in the sandwiches/wraps category, UK and Ireland, 2008-14
                                                                              • Tesco leading food-to-go NPD
                                                                                • Figure 18: Sandwiches/wraps launched, by company, UK and RoI, 2012-13
                                                                              • International cuisine inspiring salad flavours
                                                                                • Bite-size for lunchtime
                                                                                  • Gourmet and hot sandwiches
                                                                                    • Foodservice providers offering gluten-free options
                                                                                    • Companies and Brands

                                                                                        • Quick service providers
                                                                                          • Abrakebabra Investments Limited
                                                                                            • Boojum and Bubbacue
                                                                                              • Burger King
                                                                                                • Doorsteps
                                                                                                  • KFC (Kentucky Fried Chicken)
                                                                                                    • McDonald’s
                                                                                                      • Subway
                                                                                                        • Supermac’s
                                                                                                          • BWG Foods
                                                                                                            • Convenience retailers
                                                                                                              • The Musgrave Group
                                                                                                                • Henderson Group
                                                                                                                  • Multiple retailers
                                                                                                                    • Asda
                                                                                                                      • Dunnes
                                                                                                                        • M&S (Marks & Spencer)
                                                                                                                          • Sainsbury’s
                                                                                                                            • Tesco
                                                                                                                              • Coffee shops
                                                                                                                                • Caffè Nero
                                                                                                                                  • Costa Coffee
                                                                                                                                    • Insomnia
                                                                                                                                      • Starbucks
                                                                                                                                      • The Consumer – Types of Food-to-go Establishment Used

                                                                                                                                        • Key points
                                                                                                                                          • Cafés/coffee shops most popular for food to go
                                                                                                                                            • Figure 19: Places that consumers have bought lunch to be eaten outside of the home, NI and RoI, April 2014
                                                                                                                                          • Quick service restaurants appealing to four in 10 consumers
                                                                                                                                            • Convenience stores appealing to students
                                                                                                                                              • Lunch to go most popular with 16-24-year-olds
                                                                                                                                                • Figure 20: Places that consumers aged 16-24 have bought lunch to be eaten outside of the home in the last three months, NI and RoI, April 2014
                                                                                                                                              • Women more likely to visit food-to-go outlets than men
                                                                                                                                                • Figure 21: Places that consumers have bought lunch to be eaten outside of the home in the last three months, by gender, NI and RoI, April 2014
                                                                                                                                              • More affluent consumers favouring supermarkets and café/coffee shops
                                                                                                                                                • Figure 22: Places that consumers have bought lunch to be eaten outside of the home in the last three months, by social class, NI and RoI, April 2014
                                                                                                                                            • The Consumer – Frequency Consumers Eat Lunch Outside the Home

                                                                                                                                              • Key points
                                                                                                                                                • Majority of consumers eat lunch outside of the home once per week
                                                                                                                                                  • Figure 23: How often consumers have eaten lunch (eg. bought from a sandwich shop/ supermarket) outside the home in the last three months, NI and RoI, April 2014
                                                                                                                                                • Men more frequent
                                                                                                                                                  • Figure 24: Consumers that have eaten lunch (eg. bought from a sandwich shop/ supermarket) outside the home around 2-3 times per week and once a week, by gender, NI and RoI, April 2014
                                                                                                                                                  • Figure 25: How concerned consumers are with current debts, by gender, NI and RoI, July 2013
                                                                                                                                                • Younger consumers most likely to eat lunch outside the home
                                                                                                                                                  • Figure 26: Consumers that have eaten lunch (eg. bought from a sandwich shop/ supermarket) outside the home around 2-3 times per week and once a week, by age, NI and RoI, April 2014
                                                                                                                                              • The Consumer – Factors Influencing Venue Choice for Lunch

                                                                                                                                                • Key points
                                                                                                                                                  • Convenient location most influential factor when eating lunch outside of the home
                                                                                                                                                    • Figure 27: Factors that influence the choice of one venue over another when eating lunch outside of the home, NI and RoI, April 2014
                                                                                                                                                  • Low price most important for under-35s
                                                                                                                                                    • Figure 28: Low price influences the choice of one venue over another when eating lunch outside of the home, by age group, NI and RoI, April 2014
                                                                                                                                                  • Under-25s seeking price promotions for lunch on the go
                                                                                                                                                    • Figure 29: Price promotions influences the choice of one venue over another when eating lunch outside of the home, by age group, NI and RoI, April 2014
                                                                                                                                                  • Consumers seeking variety at lunchtime
                                                                                                                                                  • The Consumer – Attitudes Towards Food To Go

                                                                                                                                                    • Key points
                                                                                                                                                      • Queues putting Irish consumers off buying lunch outside of the home
                                                                                                                                                        • Figure 30: Agreement with statements relating to buying lunch outside of the home, by demographics, NI and RoI, April 2014
                                                                                                                                                      • Queues most likely to deter NI students from buying lunch outside the home
                                                                                                                                                        • Figure 31: Agreement with the statement ‘Queues put me off buying lunch from some venues’, by work status, NI and RoI, April 2014
                                                                                                                                                        • Figure 32: Agreement with the statement ‘Queues put me off buying lunch from some venues’, by age, NI and RoI, April 2014
                                                                                                                                                      • Sandwich prices a concern for consumers of all ages
                                                                                                                                                        • Figure 33: Agreement with the statement ' The price of sandwiches stops me buying them more often', by age, NI and RoI, April 2014
                                                                                                                                                        • Figure 34: Financial health of Irish consumers, by age, NI and RoI, April 2014
                                                                                                                                                      • Men slightly more likely than women to spend less on lunch
                                                                                                                                                        • Figure 35: Agreement with statements relating to buying lunch outside of the home, by gender, NI and RoI, April 2014
                                                                                                                                                      • Small treats popular among young NI consumers
                                                                                                                                                        • Figure 36: Agreement with the statement 'I buy myself small treats even when I bring packed lunches, by age, NI and RoI, April 2014
                                                                                                                                                    • Appendix

                                                                                                                                                      • NI Toluna tables
                                                                                                                                                        • Figure 37: Places that consumers have bought lunch to be eaten outside of the home, by demographics, NI, April 2014
                                                                                                                                                        • Figure 38: Places that consumers have bought lunch to be eaten outside of the home, by demographics, NI, April 2014 (continued)
                                                                                                                                                        • Figure 39: Places that consumers have bought lunch to be eaten outside of the home, by demographics, NI, April 2014 (continued)
                                                                                                                                                        • Figure 40: How often consumers have eaten lunch (eg. bought from a sandwich shop/ supermarket) outside the home in the last three months, by demographics, NI, April 2014
                                                                                                                                                        • Figure 41: How often consumers bring their own packed lunch within the last 3 months, by demographics, NI, April 2014 (continued)
                                                                                                                                                        • Figure 42: How often consumers bring their own packed lunch within the last 3 months, by demographics, NI, April 2014 (continued)
                                                                                                                                                        • Figure 43: Factors that influence the choice of one venue over another when eating lunch outside of the home, by demographics, NI, April 2014
                                                                                                                                                        • Figure 44: Factors that influence the choice of one venue over another when eating lunch outside of the home, by demographics, NI, April 2014 (continued)
                                                                                                                                                        • Figure 45: Factors that influence the choice of one venue over another when eating lunch outside of the home, by demographics, NI, April 2014 (continued)
                                                                                                                                                        • Figure 46: Agreement with statements relating to buying lunch outside of the home, by demographics, NI, April 2014
                                                                                                                                                        • Figure 47: Agreement with statements relating to buying lunch outside of the home, by demographics, NI, April 2014 (continued)
                                                                                                                                                        • Figure 48: Agreement with statements relating to buying lunch outside of the home, by demographics, NI, April 2014 (continued)
                                                                                                                                                      • RoI Toluna data
                                                                                                                                                        • Figure 49: Places that consumers have bought lunch to be eaten outside of the home, by demographics, RoI, April 2014
                                                                                                                                                        • Figure 50: Places that consumers have bought lunch to be eaten outside of the home, by demographics, RoI, April 2014 (continued)
                                                                                                                                                        • Figure 51: Places that consumers have bought lunch to be eaten outside of the home, by demographics, RoI, April 2014 (continued)
                                                                                                                                                        • Figure 52: How often consumers have eaten lunch (eg. bought from a sandwich shop/ supermarket) outside the home in the last three months, by demographics, RoI, April 2014
                                                                                                                                                        • Figure 53: How often consumers bring their own packed lunch within the last 3 months, by demographics, RoI, April 2014 (continued)
                                                                                                                                                        • Figure 54: How often consumers bring their own packed lunch within the last 3 months, by demographics, RoI, April 2014 (continued)
                                                                                                                                                        • Figure 55: Factors that influence the choice of one venue over another when eating lunch outside of the home, by demographics, RoI, April 2014
                                                                                                                                                        • Figure 56: Factors that influence the choice of one venue over another when eating lunch outside of the home, by demographics, RoI, April 2014 (continued)
                                                                                                                                                        • Figure 57: Factors that influence the choice of one venue over another when eating lunch outside of the home, by demographics, RoI, April 2014 (continued)
                                                                                                                                                        • Figure 58: Agreement with statements relating to buying lunch outside of the home, by demographics, RoI, April 2014
                                                                                                                                                        • Figure 59: Agreement with statements relating to buying lunch outside of the home, by demographics, RoI, April 2014 (continued)
                                                                                                                                                        • Figure 60: Agreement with statements relating to buying lunch outside of the home, by demographics, RoI, April 2014 (continued)

                                                                                                                                                    Companies Covered

                                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                                    Food to Go - Opportunities for the Lunchtime Trade - Ireland - June 2014

                                                                                                                                                    £1,095.00 (Excl.Tax)