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UK food to go market recovers faster than
UK food to go market recovers faster than anticipated but challenges lie ahead
The UK food to go market is predicted to be worth £23.4bn by 2027, 26% more than pre-pandemic levels, according to the new forecast from insight provider, IGD.
While infl ation is set to be the main driver of growth, operators and retailers have an opportunity to support consumers through the cost of living crisis as they look to save money.
This year (2022) the UK food to go channel will be worth £18.9bn, 3% more than its pre-Covid value in 2019. The market has performed better than predicted since the pandemic, but this will slow by the end of the year and throughout 2023 as consumers battle rising energy, fuel and food costs, the researchers report.
Nicola Knight, senior analyst for food to go and author of the forecasts, said: “Foodservice businesses were the biggest benefi ciaries of pent-up demand for food on the go last year because of all the innovation they put into working around lockdowns, such as fl exible delivery solutions and click and collect off ers. But as the cost of living crisis comes in these operators will be under pressure as they become more of a premium option compared with lower priced foodto-go alternatives from a retailer, or preparing food at home.
“Infl ation is already aff ecting many consumers but until now food to go has continued to perform strongly. This will change as the true impact of rising prices really kicks in in the last quarter and takes hold next year. So, while infl ation will boost the overall value of the market, volume will, at best, stay the same in 2023.
“The next 18 months will be a challenging period for the sector, mainly for coff ee and food-to-go specialists, as operators attempt to balance rising costs with helping consumers to save money.
“Quick Service Restaurants (QSRs) that focus on communicating their value, particularly around deals and family off ers, will do well with consumers that are still looking for the occasional treat without breaking the bank.”
With the focus back on value for at least the next 18 months, retailers are in a strong position, feel IGD. The price point, range and execution of meal deals will become fi ercely competitive, as they aim to capitalise on the opportunity.
“During the pandemic, retailers deprioritised food to go space in favour of in-demand categories, leaving them on the competitive back foot as footfall returned and consumers sought a change from homemade meals. However, if they can get their price, off er and format right, by 2027 retail could more than regain the share lost to foodservice operators during the pandemic to claim 23.7% of the food-to-go market, compared with 22.9% in 2019 and 20% in 2020/21,” added Nicola Knight.
“Key opportunities for retailers over the next 18 months will include strengthening their meal deal off ers as consumers become more value-led, and utilising customer data to create tailored off ers that are relevant and savings-focused. There’s also an opportunity for them to increase food-to-go ranges to meet consumer needs across a wider variety of meal occasions.”
