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Sandwiches and Other Lunchtime Foods - UK - March 2009

Changing working patterns and the economic downturn are having a radical effect on the market for lunchtime foods. The time available for lunch at work is decreasing and an increasing proportion of workers are eating at their desks or skipping lunch altogether, relying on snacking throughout the day to meet their daytime food needs. A shortage of time puts a premium on convenience – lunchtime diners have become increasingly reliant on the purchased lunch eaten within a 30-minute break at their work.

On top of these challenges, economic recession is changing consumers’ food buying behaviour, with value for money now topping the list of requirements. Cash-strapped consumers are turning to home preparation of their working lunch, intensifying the competition between providers of takeaway or eat-in lunches.

This report examines the changing dynamics of the lunchtime food market and, using exclusive consumer research as well as online focus groups, identifies the new opportunities in the market.

Key themes

  • How will the pressures of shorter lunch breaks impact on the market for lunchtime foods?

  • Will the trend for home prepared versus purchased lunches be sustained?

  • Will increased competition between sandwich specialists and multiple grocers put the squeeze on other types of lunch outlet?

  • Which new types of lunchtime food have growth potential?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • Lunch should be unmissable
              • Trend from Inspire: Stress Society
                • Insight
                  • Variety
                    • Trend from Inspire: Sense of the Intense
                      • Insight
                      • Market in Brief

                        • Sandwich market still growing
                          • NPD activity focused on health
                            • Multiple grocers and sandwich specialists make progress
                              • Sandwiches the main lunchtime food
                                • “In the current economic climate, I have started making sandwiches at home”
                                  • The future of the market
                                  • Internal Market Environment

                                    • Key points
                                      • “I often eat at my desk while surfing.”
                                        • Shift to healthy and fresh
                                          • Figure 1: Overall penetration of different food items relevant to lunchtime eating, 2004-08
                                          • Figure 2: Agreement with dietary lifestyle statements, 2004-08
                                        • Convenience still matters
                                          • Figure 3: Agreement with lifestyle statements, 2004-08
                                      • Broader Market Environment

                                        • Key points
                                          • Consumers seek lower-cost lunches
                                            • Figure 4: Food inflation rate, 1999-2008
                                          • Working population increases
                                            • Figure 5: Working population, by gender, 2003-13
                                          • Ageing population means more lunches at home
                                            • Figure 6: Trends and projections in UK population, by age, 2003, 2008 and 2013
                                        • Competitive Context

                                          • Key points
                                            • Eating out on downward trend
                                              • Figure 7: Trends in eating out at lunchtime and frequency, 2004-08
                                            • Non-traditional lunchtime foods
                                            • Strengths and Weaknesses in the Market

                                              • Strengths
                                                • Weaknesses
                                                • Who’s Innovating?

                                                  • Key points
                                                    • NPD market led by own-labels
                                                      • Figure 8: NPD activity in sandwiches, wraps and salads, own-label vs branded, 2006-08
                                                      • Figure 9: NPD activity in sandwiches, wraps and salads, % by company, 2006-08
                                                    • Focus on health and limited editions
                                                      • Figure 10: Health-related positionings in new launches for sandwiches, wraps and salads, 2006-08
                                                      • Figure 11: Percentage of limited-edition and premium positionings in new launches for sandwiches, wraps and salads, 2006-08
                                                    • Greener packaging appearing
                                                      • Figure 12: Percentage of new sandwich, wrap or salad products with environmentally-friendly packaging, 2006-08
                                                    • Soups make convenient lunch options
                                                      • Few explicit lunchtime claims
                                                      • Market Size and Forecast for Sandwiches

                                                        • Key points
                                                          • Sandwich market is stabilising
                                                            • Figure 13: UK retail value sales of sandwiches, 2003-13
                                                          • Standard sandwiches take the crown in the recession
                                                            • Figure 14: Purchased sandwich market, by segment, 2006-08
                                                          • Healthier and thriftier consumers influencing the market
                                                            • Factors used in the forecast
                                                            • Other Lunchtime Foods

                                                              • Key points
                                                                • Salads
                                                                  • Bread and rolls
                                                                    • Cheese
                                                                      • Cooked meats
                                                                        • Other lunchtime foods
                                                                        • Companies and Products

                                                                          • Sandwiches
                                                                            • Eat
                                                                              • Greencore Group plc
                                                                                • Greggs plc
                                                                                  • The Subway chain
                                                                                    • Pret A Manger (Europe) Ltd
                                                                                      • Salads
                                                                                        • Bakkavör
                                                                                          • Hazeldene Foods
                                                                                            • Nature’s Way Foods
                                                                                              • Northern Foods
                                                                                                • Soleco
                                                                                                  • Bread and rolls
                                                                                                    • Allied Bakeries Limited
                                                                                                      • Premier Foods plc
                                                                                                        • Warburtons
                                                                                                          • Canned fish
                                                                                                            • John West
                                                                                                              • Princes
                                                                                                                • Cheese (including cheese spreads)
                                                                                                                  • Bel UK Ltd
                                                                                                                    • Dairy Crest Group plc
                                                                                                                      • Kavli Ltd
                                                                                                                        • Kraft Foods UK Ltd
                                                                                                                          • Cooked meats
                                                                                                                            • Bernard Matthews Ltd
                                                                                                                              • Vion/Grampian Country Food Group Ltd
                                                                                                                                • Kerry Foods
                                                                                                                                  • Cranswick Plc
                                                                                                                                    • Soups (chilled and instant)
                                                                                                                                      • Heinz
                                                                                                                                        • Batchelors/Premier Foods
                                                                                                                                          • Baxters
                                                                                                                                            • New Covent Garden Food Company
                                                                                                                                              • Ready-to-eat pies
                                                                                                                                                • Kerry Foods
                                                                                                                                                  • Northern Foods
                                                                                                                                                    • Pork Farms Limited
                                                                                                                                                      • Samworth Brothers/Ginsters
                                                                                                                                                        • Ready meals
                                                                                                                                                          • Tesco
                                                                                                                                                            • Sainsbury’s
                                                                                                                                                              • Marks & Spencer
                                                                                                                                                                • Asian foods
                                                                                                                                                                  • Wagamama
                                                                                                                                                                    • Yo! Sushi
                                                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Promotional spend levels off
                                                                                                                                                                          • Figure 15: Main monitored media advertising expenditure on selected lunchtime foods, 2006-08
                                                                                                                                                                        • Subway main sandwich promoter
                                                                                                                                                                          • Figure 16: Main monitored media advertising expenditure on sandwiches, by selected companies, 2006-08
                                                                                                                                                                          • Figure 17: Main monitored advertising expenditure on sandwiches, by media type, 2006-08
                                                                                                                                                                        • Salads
                                                                                                                                                                          • Figure 18: Main monitored media advertising expenditure on salads, by selected companies, 2006-08
                                                                                                                                                                        • Hovis and Kingsmill up the ante in bread
                                                                                                                                                                          • Figure 19: Main monitored media advertising expenditure on bread and bakeries, by selected companies, 2006-08
                                                                                                                                                                        • Cheese
                                                                                                                                                                          • Figure 20: Main monitored media advertising expenditure on cheese, by selected companies, 2006-08
                                                                                                                                                                        • Soup
                                                                                                                                                                          • Figure 21: Main monitored media advertising expenditure on soups, by selected companies, 2006-08
                                                                                                                                                                      • Channels to Market

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Sandwich chains showing impressive growth
                                                                                                                                                                            • Figure 22: UK retail value sales of sandwiches, by outlet type, 2006-08
                                                                                                                                                                        • What are Consumers Eating for Lunch?

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Sandwich is the backbone of lunch eating
                                                                                                                                                                                • Figure 23: Food eaten at lunch during the week, January 2009
                                                                                                                                                                              • Soup in second place
                                                                                                                                                                                • Leftovers – reducing food waste
                                                                                                                                                                                  • Accompaniments
                                                                                                                                                                                    • Women take the healthy option, while men go for convenience
                                                                                                                                                                                      • Figure 24: Food eaten at lunch during the week, by gender, January 2009
                                                                                                                                                                                      • Figure 25: Selected foods eaten at lunch during the week, by gender, January 2009
                                                                                                                                                                                    • Shop-bought sandwiches and snacks for young adults
                                                                                                                                                                                      • Figure 26: Usage of bought sandwiches at lunch during the week, by selected demographics, January 2009
                                                                                                                                                                                      • Figure 27: Visiting of sandwich bars, 2007-08
                                                                                                                                                                                      • Figure 28: Usage of chocolate/cakes/sweets at lunch during the week, by selected demographics, January 2009
                                                                                                                                                                                    • Older consumers prepare soups and salads
                                                                                                                                                                                      • Figure 29: Usage of homemade salads at lunch during the week, by selected demographics, January 2009
                                                                                                                                                                                  • The Consumer – Attitudes and Motivations

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Economy and health drive packed lunches
                                                                                                                                                                                          • Figure 30: Attitudes towards lunches, January 2009
                                                                                                                                                                                        • Families seek economy
                                                                                                                                                                                          • Figure 31: Agreement with the statement "Making a packed lunch saves me money", by selected demographics, January 2009
                                                                                                                                                                                        • Health is for women
                                                                                                                                                                                          • Figure 32: Agreement with the statement "Making a packed lunch is a healthier option", by selected demographics, January 2009
                                                                                                                                                                                        • Variety the spice of lunch
                                                                                                                                                                                          • Figure 33: Agreement with the statement "I tend to vary what I have for lunch", by selected demographics, January 2009
                                                                                                                                                                                          • Figure 34: Agreement with the statement "I prefer to decide what to eat for lunch on the day", by selected demographics, January 2009
                                                                                                                                                                                        • Lunch avoiders
                                                                                                                                                                                          • Making more packed lunches in the recession
                                                                                                                                                                                              • Figure 35: Behaviour towards making packed lunches in last 12 months, January 2009
                                                                                                                                                                                              • Figure 36: Consumers making more packed lunches than 12 months ago, by selected demographics, January 2009
                                                                                                                                                                                            • Packed lunches good news for fruit, noodles/rice, crisps/nuts & chocolate
                                                                                                                                                                                              • Figure 37: Whether people take a packed lunch, by food regularly eaten for lunch during the week, January 2009
                                                                                                                                                                                            • Young families feeling the effects of the recession the most
                                                                                                                                                                                              • Figure 38: Consumers making more packed lunches, by how their shopping habits have changed in the past year, January 2009
                                                                                                                                                                                          • The Consumer – Further Analysis

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Variety is key at lunchtime
                                                                                                                                                                                                • Figure 39: Number of foods regularly eaten for lunch, either in-home or out-of-home, January 2009
                                                                                                                                                                                              • Homemade sandwiches back in vogue
                                                                                                                                                                                                • Figure 40: Number of foods regularly eaten for lunch, either in-home or out-of-home, by type, January 2009
                                                                                                                                                                                              • Recent take-up of noodles/rice, crisps/nuts and paid-for sandwiches
                                                                                                                                                                                                • Figure 41: Changes in packed lunch behaviour over the past year, by food eaten for lunch, January 2009
                                                                                                                                                                                              • Identifying targets
                                                                                                                                                                                                  • Figure 42: Target groups, based on attitudes towards lunchtime foods, January 2009
                                                                                                                                                                                                • Lunch Regulators (21%)
                                                                                                                                                                                                  • Variety is the Spice of Life (20%)
                                                                                                                                                                                                    • Price the Only Advantage (38%)
                                                                                                                                                                                                      • Spontaneous Lunchers (21%)
                                                                                                                                                                                                        • Impact of recession on different attitudinal groups
                                                                                                                                                                                                          • Figure 43: Attitudinal groups by how their shopping habits have changed in the past year, January 2009
                                                                                                                                                                                                        • General attitudes towards health for each group
                                                                                                                                                                                                          • Figure 44: Attitudinal groups, by attitudes towards health, January 2009
                                                                                                                                                                                                          • Figure 45: Attitudinal groups by their eating habits, January 2009
                                                                                                                                                                                                      • Appendix

                                                                                                                                                                                                        • Advertising data
                                                                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                                                                            • Figure 46: Agreement with lifestyle statements, by detailed demographics, 2008
                                                                                                                                                                                                            • Figure 47: Agreement with lifestyle statements, by detailed demographics (continued), 2008
                                                                                                                                                                                                        • Appendix – Competitive Context: Detailed Demographics

                                                                                                                                                                                                            • Figure 48: Eating out at lunchtime and frequency, by detailed demographics, 2008
                                                                                                                                                                                                        • Appendix – What are Consumers Eating for Lunch?: Detailed Demographics

                                                                                                                                                                                                            • Figure 49: Foods eaten at lunch during the week, by detailed demographics, January 2009
                                                                                                                                                                                                            • Figure 50: Foods eaten at lunch during the week, by detailed demographics (continued), January 2009
                                                                                                                                                                                                            • Figure 51: Visiting sandwich bars, by detailed demographics, 2008
                                                                                                                                                                                                        • Appendix – The Consumer – Attitudes and Motivations: Detailed Demographics

                                                                                                                                                                                                            • Figure 52: Attitudes towards lunch, by detailed demographics, January 2009
                                                                                                                                                                                                            • Figure 53: Attitudes towards lunch, by detailed demographics (continued), January 2009
                                                                                                                                                                                                            • Figure 54: Behaviour towards making packed lunches in last 12 months, by detailed demographics, January 2009
                                                                                                                                                                                                        • Appendix – The Consumer – Further Analysis: Detailed Demographics

                                                                                                                                                                                                            • Figure 55: Number of food types regularly eaten for lunch, by detailed demographics, January 2009
                                                                                                                                                                                                            • Figure 56: Attitudinal groups and their agreement with statements about lunchtime foods, January 2009
                                                                                                                                                                                                            • Figure 57: Attitudinal groups and how many different types of food they regularly eat for lunch, January 2009
                                                                                                                                                                                                            • Figure 58: Attitudinal groups and what they regularly eat for lunch during the week, either at home or at work, January 2009
                                                                                                                                                                                                            • Figure 59: Attitudinal groups and how their behaviour towards packed lunches has changed over the past year, January 2009
                                                                                                                                                                                                            • Figure 60: Attitudinal groups, by detailed demographics, January 2009

                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                        • Alliance Boots UK Retail
                                                                                                                                                                                                        • Allied Bakeries Ltd
                                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                                        • Associated British Foods Plc
                                                                                                                                                                                                        • Aunt Bessie's
                                                                                                                                                                                                        • Bakkavor Group
                                                                                                                                                                                                        • Ballyfree
                                                                                                                                                                                                        • Baxters Food Group [Baxters of Speyside]
                                                                                                                                                                                                        • Bel UK
                                                                                                                                                                                                        • Bernard Matthews Plc
                                                                                                                                                                                                        • Bridgepoint Capital
                                                                                                                                                                                                        • British Bakeries Ltd
                                                                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                        • Caffé Nero Group Plc
                                                                                                                                                                                                        • Campbell Soup Company
                                                                                                                                                                                                        • Castle MacLellan Foods Ltd
                                                                                                                                                                                                        • Champneys Health Resorts
                                                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                                                        • Continental Fine Foods
                                                                                                                                                                                                        • Costa
                                                                                                                                                                                                        • Cranswick Plc
                                                                                                                                                                                                        • Dairy Crest Group plc
                                                                                                                                                                                                        • Dickinson & Morris
                                                                                                                                                                                                        • Fairtrade Foundation (The)
                                                                                                                                                                                                        • Florette UK
                                                                                                                                                                                                        • Food Standards Agency
                                                                                                                                                                                                        • Forest Stewardship Council
                                                                                                                                                                                                        • Freeview
                                                                                                                                                                                                        • Friesland UK Ltd
                                                                                                                                                                                                        • Geest PLC
                                                                                                                                                                                                        • General Mills Inc
                                                                                                                                                                                                        • Ginsters
                                                                                                                                                                                                        • Goldman Sachs Group, Inc., The
                                                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                                                        • Grampian Country Food Group
                                                                                                                                                                                                        • Greencore Group plc
                                                                                                                                                                                                        • Greggs Plc
                                                                                                                                                                                                        • Hazeldene Foods Ltd
                                                                                                                                                                                                        • Head Start Drinks Ltd
                                                                                                                                                                                                        • HJ Heinz Company UK
                                                                                                                                                                                                        • Ilchester Cheese Co Ltd
                                                                                                                                                                                                        • Innocent Drinks Ltd
                                                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                                                        • JD Wetherspoon
                                                                                                                                                                                                        • John West Foods Ltd
                                                                                                                                                                                                        • Jongleurs Comedy Ltd
                                                                                                                                                                                                        • Kerry Foods
                                                                                                                                                                                                        • KFC Ltd (UK)
                                                                                                                                                                                                        • Kraft Foods UK
                                                                                                                                                                                                        • Kwoks Food Ltd
                                                                                                                                                                                                        • Langmead Farms ltd
                                                                                                                                                                                                        • Lidl (UK)
                                                                                                                                                                                                        • Lion Capital
                                                                                                                                                                                                        • Luigi Lavazza SpA
                                                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                                                        • McDonald's Restaurants Limited (UK)
                                                                                                                                                                                                        • Mitsubishi Motors Corporation
                                                                                                                                                                                                        • Napolina
                                                                                                                                                                                                        • Nature’s Way Foods Ltd
                                                                                                                                                                                                        • New Covent Garden Food Co
                                                                                                                                                                                                        • North Downs Dairy Co Ltd
                                                                                                                                                                                                        • Northern Foods Plc
                                                                                                                                                                                                        • O. Kavli AS [UK]
                                                                                                                                                                                                        • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                                        • Parripak Foods
                                                                                                                                                                                                        • Passion Café Foods Ltd
                                                                                                                                                                                                        • Pork Farm Bowyers
                                                                                                                                                                                                        • Premier Foods plc
                                                                                                                                                                                                        • Pret A Manger
                                                                                                                                                                                                        • Princes Foods
                                                                                                                                                                                                        • Samworth Brothers
                                                                                                                                                                                                        • Soléco
                                                                                                                                                                                                        • Somerfield
                                                                                                                                                                                                        • Spar UK Ltd
                                                                                                                                                                                                        • Speedibake
                                                                                                                                                                                                        • Starbucks Coffee Company UK Ltd
                                                                                                                                                                                                        • Subway
                                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                                        • Unilever Plc
                                                                                                                                                                                                        • Virgin Media Ltd
                                                                                                                                                                                                        • Wagamama Ltd
                                                                                                                                                                                                        • Waitrose
                                                                                                                                                                                                        • Warburtons
                                                                                                                                                                                                        • Weight Watchers Ltd. (UK)
                                                                                                                                                                                                        • Wm Morrison Supermarkets

                                                                                                                                                                                                        Sandwiches and Other Lunchtime Foods - UK - March 2009

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