Targeting millennials, handmade chocolate-inspired snacks and introducing formats that can be purchased now but enjoyed later are the secret to tapping into the £20.2bn food on-the-go market reveals Callebaut*.
While convenience is the main driver across all demographics (44%), the findings reveal it’s millennials (16-34 year olds) who are fuelling the food on-the-go market more than any other age group – over three quarters of consumers in this bracket pick up food on-the-go at least once a week, with 50% choosing a sweet option.
While traditionally this market has been the preserve of the takeaway outlet, the new research also suggests there is a gap emerging in the market for dine-in restaurants to gain some ground, with 65% of millennials saying they would take a dessert away with them from a restaurant to eat later if it was offered.
Robert Harrison, Sales Director, Callebaut, comments: “The food-to-go market is a huge opportunity for operators and one that is essential to get right – it comprises a quarter of all eating out spend out-of-home and is growing at a rate of +5%**.
“The important thing to remember here is that it’s not only traditional ‘on-the-go’ operators that can take advantage of this opportunity – dine-in restaurants can also develop desserts that will look and taste as good later on as when they were first purchased, and in packaging that allows them to be portable.
“And while millennials are key, it’s not only that group who favour this approach. In fact, 51% of consumers said they would be more likely to order a dessert if a to-go option was availableˆ, creating a need for caterers to rethink their dessert offering and promote it effectively.”
The research* also reveals the importance of chocolate as a key driver in purchasing snacks on-the-go (58%). Even when it comes to healthy eating, consumers still crave their favourite sweet treat with 69% of female consumers wanting more healthy snacking options that incorporate chocolate. Pairing beverages with chocolate presents another opportunity for caterers to boost profits, with 64% of consumers saying they would be tempted by a chocolate treat when ordering a hot drink.
Meanwhile, operators that strive for quality by creating their own unique snacks stand to benefit the most with 61% of consumers saying they prefer a handmade treat over a mass produced bar or biscuit. Not only would consumers be more inclined to purchase, but almost two-thirds of millennials said they would pay a premium for a handmade snack, with 30% willing to pay £1 more.
Commenting further, Robert says: “ Consumers want the same choice when they pick up their food on-the-go as they would have if they were sitting in a restaurant.
“By focusing on more innovative snacks and desserts and tapping into that demand for chocolate-based recipes, handmade treats or healthier chocolate options, operators can expand their repertoire and increase their profits. In doing so, they can influence customers’ purchasing habits and encourage them to buy for several occasions — say a mid-morning snack at the same time as their breakfast — increasing average spend and getting the equivalent of two customers in one visit.”
For over 100 years, Callebaut has been making chocolate to be proud of in the heart of Belgium. From cocoa bean to chocolate, Callebaut’s finest Belgian chocolates are produced with 100% Belgian craftsmanship, making it the chocolate of choice for confectioners, pastry chefs and chocolatiers all over the world.
*Toluna/Callebaut January 2016 **M&C Allegra Foodservice’s Food To Go Research ˆ Toluna/Callebaut August 2015
For more information on Callebaut please call 01295 22 47 00
or visit www.fortheloveofchoc.com
