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Sandwiches and Lunchtime Foods - UK - November 2012

“Product innovation based around added-value attributes (eg contains one of your five-a-day) and an offering differentiated from at-home foods should help operators to better compete with packed lunch options. A focus on fresh products offers one avenue of exploring such differentiation, also coming across in the consumer research of this report as being of high interest to lunchtime diners.”

– Helena Spicer – Senior Foodservice Analyst

Some questions answered in this report include:

  • What steps can sandwich operators take to address the ‘new normal’ frugal mentality?
  • How can operators use provenance to help to drive sales?
  • How can operators connect with consumers on levels other than price?
  • Can sandwich operators tap into healthy eating trends?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Market size and forecast of sandwiches, best and worst case scenarios, 2007-17
            • Market factors
              • Figure 2: Agreement with the statement ‘I find I am eating more homemade sandwiches than I did a year ago’, March-August 2012
            • Companies, brands and innovation
              • Who’s innovating?
                • The consumer
                  • Venues visited
                    • Figure 3: Venues visited for lunch, July 2012
                    • Figure 4: Venues visited for lunch, by occasion, July 2012
                  • How have out-of-home lunch habits changed?
                    • Figure 5: Changes in out-of-home lunch behaviour, July 2012
                  • Attitudes towards lunch
                    • Figure 6: Attitudes towards lunch, July 2012
                  • Sandwich menu enticements
                    • Figure 7: Sandwich menu enticements, July 2012
                  • What we think
                  • Issues in the Market

                      • What steps can sandwich operators take to address the ‘new normal’ frugal mentality?
                        • How can operators use provenance to help to drive sales?
                          • How can operators connect with consumers on levels other than price?
                            • Can sandwich operators tap into healthy eating trends?
                            • Trend Application

                                • Sandwich speakeasy
                                  • Regional sandwiches
                                    • A new leaf
                                    • Market Drivers

                                      • Key points
                                        • Cost concerns
                                          • Demographic trends
                                            • Lunch market remains vulnerable to cutbacks due to low consumer confidence
                                              • Figure 8: GfK NOP Consumer Confidence Index, monthly, January 2007-October 2012
                                              • Figure 9: Agreement with the statement ‘I find I am eating more homemade sandwiches than I did a year ago’, March-August 2012
                                          • Who’s Innovating?

                                            • Key points
                                              • Ethnic-inspired grab-and-go products
                                                • Snacking product trends and opportunities
                                                  • High-protein products
                                                    • Permissible indulgence trends – health versus hedonism
                                                      • Figure 10: Reasons for snacking on weekdays, 2010-12
                                                    • Healthy snacking
                                                      • Hot food
                                                      • Market Size and Forecast for Sandwiches

                                                        • Key points
                                                          • Continual demand for grab-and-go purchases will help balance out frugal purchasing behaviour
                                                            • Figure 11: UK value sales of sandwiches, 2007-17
                                                            • Figure 12: Market size and forecast of sandwiches, best and worst case scenarios, 2007-17
                                                          • Methodology
                                                          • Companies and Products

                                                            • Key points
                                                              • Foodservice brands
                                                                • Figure 13: Selected sandwich foodservice brands, number of outlets, 2011 and 2012
                                                              • EAT
                                                                  • Figure 14: Selected financial data for EAT Limited, 2009/10 and 2010/11
                                                                • Greggs
                                                                    • Figure 15: Selected financial data for Greggs Plc, 2010 and 2011
                                                                  • Pret A Manger
                                                                      • Figure 16: Selected financial data for Pret A Manger (Europe) Limited, 2010 and 2011
                                                                    • Subway
                                                                      • Non-sandwich specialist
                                                                        • Leon Restaurants
                                                                            • Figure 17: Selected financial data for Leon Restaurants, 2010 and 2011
                                                                          • Food manufacturer brands
                                                                            • Cranswick
                                                                                • Figure 18: Selected financial data for Cranswick PLC, 2010-12
                                                                              • Greencore
                                                                                  • Figure 19: Selected financial data for Greencore Group PLC, 2010 and 2011
                                                                                • 2 Sisters Food Group
                                                                                    • Figure 20: Selected financial data for Boparan Holdings Limited, 2011 and 2012
                                                                                  • Raynor Foods
                                                                                    • Samworth Brothers
                                                                                    • Lunch Habits

                                                                                      • Key points
                                                                                        • Four in five adults have bought lunch out of home in the last three months
                                                                                          • Figure 21: Venues visited for lunch, by all lunch occasions, July 2012
                                                                                        • Grocery stores hold the lead for buying lunch
                                                                                          • Figure 22: Venues visited for lunch, by occasion, July 2012
                                                                                        • As competition intensifies, operators expand their offering or specialise
                                                                                          • Young adults are the core lunchtime crowd
                                                                                            • Figure 23: Selected venues visited for lunch, by age, July 2012
                                                                                          • Usage of sandwich bars
                                                                                            • Figure 24: Usage of sandwich bars in the last 12 months, 2008-12
                                                                                            • Figure 25: Frequency of visiting sandwich bars in the last 12 months, 2008-12
                                                                                          • How have out-of-home lunch habits changed?
                                                                                            • Around six in ten workers have not changed spend on lunch out of home in the last year
                                                                                              • Figure 26: Out-of-home lunch behaviour, July 2012
                                                                                          • Attitudes towards Sandwiches

                                                                                            • Key points
                                                                                              • Seven in ten workers think that shop-bought sandwiches are overpriced
                                                                                                • Figure 27: Attitudes towards lunch, July 2012
                                                                                              • The potential of developing a ‘fresh’ strategy and other ‘value-added’ signposts
                                                                                                • Half of workers drawn to sandwiches made on the day
                                                                                                  • Interest in positive health, calories prove controversial
                                                                                                    • Other menu items offer added value
                                                                                                      • Meal deals appeal to 16-24-year-olds but fail to resonate with older consumers
                                                                                                        • Figure 28: Agreement with the statement ‘I’m more likely to buy sandwiches out of home which are part of a meal deal’, by age, July 2012
                                                                                                        • Figure 29: Agreement with the statement ‘I’m more likely to buy sandwiches out of home which are part of a meal deal’, by region, July 2012
                                                                                                    • Sandwich Menu Enticements

                                                                                                      • Key points
                                                                                                        • Injecting excitement and functionality into sandwiches could improve their value-for-money perception
                                                                                                          • Figure 30: Sandwich menu enticements, July 2012
                                                                                                        • ‘Manwich’ versus ‘glamwich’
                                                                                                          • Different breads (eg pitas, wraps, flatbreads)
                                                                                                            • Figure 31: Interest in different breads as sandwich menu enticement, by gender and age, July 2012
                                                                                                          • Healthy eating concerns
                                                                                                            • The many manifestations of the breadless sandwich
                                                                                                              • Targeting specialised diets
                                                                                                                • Storytelling: Creating emotive connections to sell ethical ingredients
                                                                                                                  • Figure 32: Ethical ingredients as a sandwich menu enticement, by age, July 2012
                                                                                                                  • Figure 33: Ethical ingredients as a sandwich menu enticement, by region, July 2012
                                                                                                                • Fillings: Maximising on the potential of global street food trends
                                                                                                                • Sandwich Target Groups

                                                                                                                  • Key points
                                                                                                                    • Flexible products and demonstrating added value is key
                                                                                                                      • Figure 34: Lunch target groups, July 2012
                                                                                                                    • Financially Obstructed (26% of internet users aged 16+ who are full-time/part-time employees)
                                                                                                                      • Lunch Enthusiasts (44% of internet users aged 16+ who are full-time/part-time employees)
                                                                                                                        • Leisure Lunchers (30% of internet users aged 16+ who are full-time/part-time employees)
                                                                                                                        • Appendix – Market Drivers

                                                                                                                          • Snacking
                                                                                                                            • Figure 35: Frequency of snacking, 2010-12
                                                                                                                            • Figure 36: Frequency of snacking elsewhere, by demographics, 2012
                                                                                                                            • Figure 37: Reasons for snacking on weekdays, 2010-12
                                                                                                                            • Figure 38: Types of snacks eaten during the day, by mealtime, 2012
                                                                                                                        • Appendix – Venues Visited

                                                                                                                            • Figure 39: Venues visited for lunch, July 2012
                                                                                                                            • Figure 40: Most popular venues visited for lunch, by detailed demographics, July 2012
                                                                                                                            • Figure 41: Next most popular venues visited for lunch, by detailed demographics, July 2012
                                                                                                                            • Figure 42: Other venues visited for lunch, by detailed demographics, July 2012
                                                                                                                            • Figure 43: Venues visited for lunch, by most popular venue choice factors, July 2012
                                                                                                                            • Figure 44: Venues visited for lunch, by next most popular venue choice factors, July 2012
                                                                                                                            • Figure 45: Lunch menu enticements, by most popular venues visited for lunch, July 2012
                                                                                                                            • Figure 46: Lunch menu enticements, by next most popular venues visited for lunch, July 2012
                                                                                                                            • Figure 47: Lunch menu enticements, by other venues visited for lunch, July 2012
                                                                                                                            • Figure 48: Sandwich menu enticements, by most popular venues visited for lunch, July 2012
                                                                                                                            • Figure 49: Sandwich menu enticements, by next most popular venues visited for lunch, July 2012
                                                                                                                            • Figure 50: Sandwich menu enticements, by other venues visited for lunch, July 2012
                                                                                                                          • Sandwich bars
                                                                                                                            • Figure 51: Frequency of visiting sandwich bars in the last 12 months, 2008-12
                                                                                                                            • Figure 52: Frequency of visiting sandwich bars in the last 12 months, by demographics, 2012
                                                                                                                            • Figure 53: Sit-in or takeaway (sandwich bars), 2008-12
                                                                                                                            • Figure 54: Sit-in or takeaway (sandwich bars), by demographics, 2012
                                                                                                                        • Appendix – How Have Out-of-Home Lunch Habits Changed?

                                                                                                                            • Figure 55: Changes in out-of-home lunch behaviour, July 2012
                                                                                                                            • Figure 56: Changes in the number of times lunch bought out of home, by detailed demographics, July 2012
                                                                                                                            • Figure 57: Changes in the amount spent on lunch out of home, by detailed demographics, July 2012
                                                                                                                            • Figure 58: Changes in out-of-home lunch behaviour, by most popular attitudes towards lunch, July 2012
                                                                                                                            • Figure 59: Changes in out-of-home lunch behaviour, by next most popular attitudes towards lunch, July 2012
                                                                                                                            • Figure 60: Attitudes towards lunch, by changes in the number of times lunch bought out of home, July 2012
                                                                                                                            • Figure 61: Attitudes towards lunch, by changes in the amount spent on lunch out of home, July 2012
                                                                                                                            • Figure 62: Lunch menu enticements, by changes in the number of times lunch bought out of home, July 2012
                                                                                                                            • Figure 63: Lunch menu enticements, by changes in the amount spent on lunch out of home, July 2012
                                                                                                                            • Figure 64: Sandwich menu enticements, by changes in the number of times lunch bought out of home, July 2012
                                                                                                                            • Figure 65: Sandwich menu enticements, by changes in the amount spent on lunch out of home, July 2012
                                                                                                                        • Appendix – Attitudes towards Lunch

                                                                                                                            • Figure 66: Attitudes towards lunch, July 2012
                                                                                                                            • Figure 67: Agreement with the statements ‘I like to see how many calories are in each item’ and ‘I tend to choose something for lunch that I don’t tend to make at home’, by detailed demographics, July 2012
                                                                                                                            • Figure 68: Agreement with the statements ‘I tend to choose something familiar’ and ‘It’s worth paying more for sandwiches made in front of me’, by detailed demographics, July 2012
                                                                                                                            • Figure 69: Agreement with the statements ‘Shop-bought sandwiches are overpriced’ and ‘I prefer sandwiches made freshly for me to prepacked’, by detailed demographics, July 2012
                                                                                                                            • Figure 70: Agreement with the statements ‘Sandwiches made fresh every day are worth paying more for’ and ‘I like to know when the sandwich has been made’, by detailed demographics, July 2012
                                                                                                                            • Figure 71: Agreement with the statement ‘I’m more likely to buy sandwiches out of home which are part of a meal deal’, by detailed demographics, July 2012
                                                                                                                            • Figure 72: Lunch menu enticements, by most popular attitudes towards lunch, July 2012
                                                                                                                            • Figure 73: Lunch menu enticements, by next most popular attitudes towards lunch, July 2012
                                                                                                                            • Figure 74: Sandwich menu enticements, by most popular attitudes towards lunch, July 2012
                                                                                                                            • Figure 75: Sandwich menu enticements, by next most popular attitudes towards lunch, July 2012
                                                                                                                            • Figure 76: Attitudes towards lunch, by most popular attitudes towards lunch, July 2012
                                                                                                                            • Figure 77: Attitudes towards lunch, by next most popular attitudes towards lunch, July 2012
                                                                                                                        • Appendix – Sandwich Menu Enticements

                                                                                                                            • Figure 78: Sandwich menu enticements, July 2012
                                                                                                                            • Figure 79: Breadless sandwich as a menu enticement, by detailed demographics, July 2012
                                                                                                                            • Figure 80: Spicy fillings as a sandwich menu enticement, by detailed demographics, July 2012
                                                                                                                            • Figure 81: Simple fillings as a sandwich menu enticement, by detailed demographics, July 2012
                                                                                                                            • Figure 82: Different breads as a sandwich menu enticement, by detailed demographics, July 2012
                                                                                                                            • Figure 83: Gluten-free as a sandwich menu enticement, by detailed demographics, July 2012
                                                                                                                            • Figure 84: Hot sandwich as a menu enticement, by detailed demographics, July 2012
                                                                                                                            • Figure 85: Deep fill (extra filling) as a sandwich menu enticement, by detailed demographics, July 2012
                                                                                                                            • Figure 86: Special/limited edition sandwich/filling as a sandwich menu enticement, by detailed demographics, July 2012
                                                                                                                            • Figure 87: Wholemeal/wholegrain bread as a sandwich menu enticement, by detailed demographics, July 2012
                                                                                                                            • Figure 88: Ethical ingredients as a sandwich menu enticement, by detailed demographics, July 2012
                                                                                                                        • Appendix – Sandwich Target Groups

                                                                                                                            • Figure 89: Target groups, by detailed demographics, July 2012
                                                                                                                            • Figure 90: Attitudes towards lunch, by target groups, July 2012
                                                                                                                            • Figure 91: Venues visited for lunch, by target groups, July 2012
                                                                                                                            • Figure 92: Venues used for ready-to-eat food/drink purchased, by mealtime, by target groups, July 2012
                                                                                                                            • Figure 93: Changes in out-of-home lunch behaviour, by target groups, July 2012
                                                                                                                            • Figure 94: Venue choice factors, by target groups, July 2012
                                                                                                                            • Figure 95: Lunch menu enticements, by target groups, July 2012
                                                                                                                            • Figure 96: Sandwich menu enticements, by target groups, July 2012

                                                                                                                        Companies Covered

                                                                                                                        • 2 Sisters Food Group
                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                        • Apple Computer UK Ltd
                                                                                                                        • Asda Group Ltd
                                                                                                                        • Autogrill
                                                                                                                        • Benugo
                                                                                                                        • Bradgate Bakeries
                                                                                                                        • British Airways Plc
                                                                                                                        • Costa
                                                                                                                        • Cranswick Plc
                                                                                                                        • Dickinson & Morris
                                                                                                                        • Facebook, Inc.
                                                                                                                        • Ginsters
                                                                                                                        • Goldman Sachs Group, Inc., The
                                                                                                                        • Greencore Group plc
                                                                                                                        • Greggs Plc
                                                                                                                        • Harrods Group Total
                                                                                                                        • J. Sainsbury
                                                                                                                        • Jamie Oliver
                                                                                                                        • Kensey Foods
                                                                                                                        • KFC Ltd (UK)
                                                                                                                        • Leon
                                                                                                                        • Levi Roots Reggae Reggae Foods Ltd
                                                                                                                        • Lidl (UK)
                                                                                                                        • Marks & Spencer
                                                                                                                        • Matthew Walker
                                                                                                                        • Melton Foods
                                                                                                                        • Moto
                                                                                                                        • NAAFI Financial
                                                                                                                        • Northern Foods Plc
                                                                                                                        • Pret A Manger
                                                                                                                        • Samworth Brothers
                                                                                                                        • Subway
                                                                                                                        • Sustainable Restaurant Association
                                                                                                                        • Tesco Plc
                                                                                                                        • Twitter, Inc.
                                                                                                                        • Uniq Plc
                                                                                                                        • Upper Crust Products Ltd
                                                                                                                        • Waitrose
                                                                                                                        • Walkers Midshires Foods Ltd
                                                                                                                        • Weight Watchers Ltd. (UK)
                                                                                                                        • WH Smith PLC
                                                                                                                        • Wm Morrison Supermarkets

                                                                                                                        Sandwiches and Lunchtime Foods - UK - November 2012

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