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Home Delivery - UK - June 2010

This report focuses on home delivery of food and drink (where drink is being ordered with a meal). Such a service typically involves the placing of an order by telephone, via the internet, via interactive TV (iTV) or in person.

  • A quarter of people, often older women, have ordered a home delivery but not in the last three months. These consumers expect home deliveries to offer them something different from what they’d normally cook at home. So, additional focus on creating and marketing ‘specials’ should help home delivery operators reignite interest among this group.
  • More than one in eight people have never had food/drink delivered but would consider it. The group tend to be over 55-years-old, retired, wealthy and often from one-person households. Selling a range of grocery products, such as milk and newspapers, alongside their own home delivery food menus could help operators appeal to these affluent consumers.
  • Adding lighter dishes to the menu can help operators attract the 13% of people who say they would order more home deliveries given healthier options.
  • A quarter of consumers have cut back on takeaways/ home delivery to save money.
  • Consumers are increasingly tech-savvy. The number of consumers who have ordered a home delivery via the internet or mobile technology has risen to 13%
  • Young men are ordering takeaways/ home deliveries because they felt like staying in and couldn’t be bothered to cook. In contrast, women order takeaways/ home deliveries because home deliveries and takeaways make a nice change from what these women would normally eat.

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Table of contents

  1. Issues in the Market

      • Definition
        • Abbreviations
        • Future Opportunities

            • The new Monday (Wednesday…Sunday…) night effect
              • Health, wellness and ever so much style
              • Market in Brief

                • Impact of the recession
                  • Market size and forecast
                    • Use of home delivery outlets
                      • Online/mobile phone ordering
                      • Internal Market Environment

                        • Key points
                          • Food inflation
                            • Figure 1: UK: Consumer Prices Index annual rate, all items and food and non-alcoholic beverages, 2005-09
                          • Nutritional concerns
                            • Immigration clampdown
                              • Scores on the doors
                                • Eight in ten consumers have eaten a takeaway in the last 12 months
                                  • Figure 2: Consumption of takeaway foods in the last 12 months, 2005-09
                                  • Figure 3: Frequency of consuming takeaway foods in the last 12 months, 2005-09
                                  • Figure 4: Types of takeaway outlets visited, 2005-09
                                • Fast food has performed well during the recession thanks to tiered menus
                                  • Figure 5: Consumption of fast food eaten in restaurant in the last 12 months, 2005-09
                                • Dine-in restaurants have suffered as families cut back
                                  • Figure 6: Eating out at restaurants in the last 12 months, 2005-09
                                  • Figure 7: Types of restaurants visited in the last three months, 2005-09
                                • Consumers are less willing to ‘splash out’ on restaurants, but are increasingly interested in all things ‘foodie’
                                  • Figure 8: Agreement with lifestyle statements, 2005-09
                                  • Figure 9: Adults who agree with the statements ‘I like to eat takeaways meals’ and ‘I prefer to prepare my meals from scratch’, by agreement with other food-related statements, 2009
                                  • Figure 10: Adults who agree with the statements ‘I like to eat takeaways meals’ and ‘I prefer to prepare my meals from scratch’, by agreement with other lifestyle statements, 2009
                                  • Figure 11: Adults who agree with the statements ‘I like to eat takeaways meals’ and ‘I prefer to prepare my meals from scratch’, by agreement with lifestyle statements related to money and personal finances, 2009
                              • Broader Market Environment

                                • Key points
                                  • Despite rising consumer confidence, home deliveries face cutbacks
                                    • Figure 12: Consumer Confidence Index, 2007-10
                                    • Figure 13: Trends in how respondents would describe their financial situation, March 2009 and March 2010
                                    • Figure 14: Trends in consumer sentiment for the coming year, March 2009 and March 2010
                                  • Eating out remains top spending priority
                                    • Figure 15: Consumers' spending priorities, November 2009-March 2010
                                  • Demographic changes pose a challenge for the home delivery market
                                    • Figure 16: Forecast adult population trends, by lifestage, 2005-15
                                    • Figure 17: Trends in the age structure of the UK population, 2005-15
                                    • Figure 18: Forecast adult population trends, by socio-economic group, 2005-15
                                  • Home deliveries must engage the growing group of one-person households
                                    • Figure 19: UK households, by size, 2005-15
                                • Competitive Context

                                  • Key points
                                    • The eating out market by sector
                                      • Figure 20: Eating out market*, by sector, 2005-09
                                    • Cooking sauces
                                      • Figure 21: Dishes that cooking sauces are used for, 2005-09
                                    • Retailers continue to mimic restaurant menus
                                    • Strengths and Weakness in the Market

                                      • Strengths
                                        • Weaknesses
                                        • Who’s Innovating?

                                          • Key points
                                            • New concepts/brand extensions
                                              • Online ordering portals
                                                • Mobile phone ordering options
                                                  • Additional technological developments
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Figure 22: UK home delivery market size, 2005-15
                                                    • Role of online sales
                                                      • Going forward
                                                        • Factors used in forecast
                                                        • Companies and Products

                                                          • Key points
                                                            • Pizza/pasta/Italian
                                                              • Domino’s Pizza
                                                                  • Figure 23: Financial performance of Domino’s Pizza, 2007-09
                                                                • Firezza
                                                                  • Papa John’s
                                                                    • Pizza Hut
                                                                      • Figure 24: Financial performance of Pizza Hut, 2007 and 2008
                                                                    • Ethnic takeaways/home deliveries
                                                                      • Gourmet Restaurant Group (now part of V8 Gourmet)
                                                                          • Figure 25: Examples of Bombay Bicycle Club price promotions, 2010
                                                                        • Harlequin Restaurant Group
                                                                          • Other takeaway/home delivery brands
                                                                            • Deliverance
                                                                                • Figure 26: Financial performance of Deliverance Ltd, 2008 and 2009
                                                                              • Room Service
                                                                                • Internet portals
                                                                                  • CurriesOnline
                                                                                    • Eat It Now
                                                                                      • Hungryhouse
                                                                                        • Just-Eat.co.uk
                                                                                          • Meal2Go
                                                                                          • Brand Communication and Promotion

                                                                                            • Key points
                                                                                              • Increasing emphasis on advertising
                                                                                                • Figure 27: Advertising expenditure of selected home delivery brands, 2006-10
                                                                                              • The ‘Saturday Night Effect’
                                                                                                • Ofcom enforces limits on advertising HFSS food
                                                                                                  • Consumers’ use of home delivery websites
                                                                                                    • Figure 28: Total unique visitors to the websites of selected home delivery brands, June 2008-April 2010
                                                                                                    • Figure 29: Average visits per visitor for selected home delivery brands, June 2008-April 2010
                                                                                                  • Direct mail/leaflet drops
                                                                                                    • Increasingly diverse advertising methods
                                                                                                      • Figure 30: Advertising expenditure of selected home delivery brands, by media type, 2009/10
                                                                                                    • Press releases
                                                                                                      • Social media
                                                                                                        • Figure 31: Types of activity undertaken on the internet in the last three months, October 2008-October 2009
                                                                                                    • Types of Home Delivery Outlets Used

                                                                                                      • Key points
                                                                                                          • Figure 32: Types of home delivery outlets used, March 2010
                                                                                                        • Pool of potential
                                                                                                          • Demographic details
                                                                                                          • Frequency of Ordering a Home Delivery

                                                                                                            • Key points
                                                                                                                • Figure 33: Frequency of ordering a home delivery, March 2010
                                                                                                              • Demographic details
                                                                                                              • Attitudes towards Home Delivery

                                                                                                                • Key points
                                                                                                                  • Figure 34: Attitudes towards home delivery, March 2010
                                                                                                                • Impact of the recession
                                                                                                                  • Competition from the off-trade
                                                                                                                    • Increasingly technologically savvy consumers
                                                                                                                      • Opening doors with healthier/lighter options
                                                                                                                        • Gender wars
                                                                                                                          • Demographic details
                                                                                                                          • Targeting Opportunities

                                                                                                                            • Key points
                                                                                                                              • Number of days between ordering
                                                                                                                                • Figure 35: Average number of days between ordering home deliveries, March 2010
                                                                                                                                • Figure 36: Average number of days between ordering home deliveries, by attitudes towards home delivery, March 2010
                                                                                                                              • Home delivery target groups
                                                                                                                                • Figure 37: Home delivery target groups, March 2010
                                                                                                                              • Laz-y-boys/girls
                                                                                                                                • HM Enthusiasts
                                                                                                                                  • Unengaged
                                                                                                                                    • Cancelled Orders
                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                        • Figure 38: Consumption of takeaway foods in the last 12 months, by detailed demographics, 2009
                                                                                                                                        • Figure 39: Frequency of consuming takeaway foods in the last 12 months, by detailed demographics, 2009
                                                                                                                                        • Figure 40: Consumption of fast food eaten in restaurant in the last 12 months, by detailed demographics, 2009
                                                                                                                                        • Figure 41: Frequency of eating in at fast food restaurants in the last 12 months, by detailed demographics, 2009
                                                                                                                                        • Figure 42: Eating out at restaurants in the last 12 months, by detailed demographics, 2009
                                                                                                                                        • Figure 43: Frequency of eating out at restaurants in the last 12 months, by detailed demographics, 2009
                                                                                                                                        • Figure 44: Agreement with lifestyle statements, by detailed demographics, 2009
                                                                                                                                        • Figure 45: Agreement with lifestyle statements, by detailed demographics, 2009
                                                                                                                                    • Appendix – Types of Home Delivery Outlets Used

                                                                                                                                        • Figure 46: Most popular types of home delivery outlets used, by detailed demographics, March 2010
                                                                                                                                        • Figure 47: Next most popular types of home delivery outlets used, by detailed demographics, March 2010
                                                                                                                                        • Figure 48: Lapsed/non-home delivery users, by detailed demographics, March 2010
                                                                                                                                        • Figure 49: Most popular types of home delivery outlets used, by types of home delivery outlets used, March 2010
                                                                                                                                        • Figure 50: Next most popular types of home delivery outlets used, by types of home delivery outlets used, March 2010
                                                                                                                                    • Appendix – Frequency of Ordering a Home Delivery

                                                                                                                                        • Figure 51: Frequency of ordering a home delivery, by detailed demographics, March 2010
                                                                                                                                        • Figure 52: Frequency of ordering a home delivery, by types of home delivery outlets used, March 2010
                                                                                                                                        • Figure 53: Most popular types of home delivery used, by frequency of ordering a home delivery, March 2010
                                                                                                                                        • Figure 54: Next most popular types of home delivery used, by frequency of ordering a home delivery, March 2010
                                                                                                                                    • Appendix – Attitudes towards Home Delivery

                                                                                                                                        • Figure 55: Most popular attitudes towards home delivery, by detailed demographics, March 2010
                                                                                                                                        • Figure 56: Next most popular attitudes towards home delivery, by detailed demographics, March 2010
                                                                                                                                        • Figure 57: Most popular types of home delivery, by attitudes towards home delivery, March 2010
                                                                                                                                        • Figure 58: Next most popular types of home delivery, by attitudes towards home delivery, March 2010
                                                                                                                                        • Figure 59: Lapsed/non-users of home delivery, by attitudes towards home delivery, March 2010
                                                                                                                                        • Figure 60: Frequency of ordering a home delivery, by attitudes towards home delivery, March 2010
                                                                                                                                        • Figure 61: Most popular attitudes towards home delivery, by attitudes towards home delivery, March 2010
                                                                                                                                        • Figure 62: Attitudes towards home delivery, by next most popular attitudes towards home delivery, March 2010
                                                                                                                                    • Appendix – Targeting Opportunities

                                                                                                                                        • Figure 63: Home delivery target groups, by detailed demographics, March 2010
                                                                                                                                        • Figure 64: Home delivery target groups, by types of home delivery outlets, March 2010
                                                                                                                                        • Figure 65: Frequency of ordering a home delivery, by target groups, March 2010
                                                                                                                                        • Figure 66: Home delivery target groups, by attitudes towards home delivery, March 2010

                                                                                                                                    Companies Covered

                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                    • Asda Group Ltd
                                                                                                                                    • Bombay Bicycle Club
                                                                                                                                    • British Hospitality Association
                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                    • Clapham House Group Plc
                                                                                                                                    • Co-operative Group
                                                                                                                                    • Domino's Pizza UK & IRL, plc
                                                                                                                                    • Facebook, Inc.
                                                                                                                                    • Food Standards Agency
                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                    • Harlequin Restaurant Group Empire
                                                                                                                                    • HSBC Private Bank (UK) Limited
                                                                                                                                    • J. Sainsbury
                                                                                                                                    • Kantar Media
                                                                                                                                    • KFC Corporation
                                                                                                                                    • Lidl (UK)
                                                                                                                                    • Marks & Spencer
                                                                                                                                    • McDonald's Restaurants Limited (UK)
                                                                                                                                    • MySpace.com
                                                                                                                                    • Ofcom
                                                                                                                                    • Papa John's International, Inc.
                                                                                                                                    • Perfect Pizza
                                                                                                                                    • Pizza Hut
                                                                                                                                    • Pizza, Pasta & Italian Food Association (PAPA)
                                                                                                                                    • T-Mobile (UK) Ltd
                                                                                                                                    • Taco Bell Corp.
                                                                                                                                    • Tesco Plc
                                                                                                                                    • Vodafone Group Plc (UK)
                                                                                                                                    • Wagamama Ltd
                                                                                                                                    • YouTube, Inc.

                                                                                                                                    Home Delivery - UK - June 2010

                                                                                                                                    £1,995.00 (Excl.Tax)