Greggs Dominating Food-To-Go Market

Greggs Dominating Food-To-Go Market
Greggs is the dominating brand in food-to-go (FTG) with a 10.7% share of occasions,  according to an update to the Lumina Intelligence UK Food To Go Market Report 2021.

In the 12 weeks to 28 November 2021, the bakery chain overtook McDonald’s to become the main player in the FTG sector, increasing its share of occasions by 1.3ppts.

The growth experienced by Gregg’s is reflected in sausage rolls, holding a 5% share of total FTG food items purchased. However, burgers still had the highest share with 19.2%, followed by sandwiches with 11.3%.

The return of people to work and schools in September helped to boost overall FTG sales, with 27% of visits to foodservice operators for FTG missions over the 12-week period. Travelling or commuting increased as a reason for an FTG occasion by +2ppts in the same period.

Coffee shops and cafes maintained the largest share of FTG occasions, followed by retail. This increased towards the end of October and November with consumers more likely to be out and about, looking for a convenient solution, with proximity (37%) increasing as a reason for choosing a venue (+1ppt).

Coffee and hot drinks also increased their share of drinks purchases. Coffee dominated drinks occasions, accounting for over two-in-five purchases (+3ppts). This increase in share was attributed to consumers returning to offices and working lifestyles, as well as the cooling weather fostering consumer appetite for hot drinks. Hot chocolate and tea have also benefited from the move towards hot drinks, increasing by +2ppts and +1ppt.

Blonnie Whist, Insight Director at Lumina Intelligence, said: “Throughout September, October and November, we have seen an uptick in the proportion of consumers purchasing food-to-go due to commuting or travelling. Consumers have been returning to the workplace, resulting in a buoyant period for operators, as FTG accounts for more than one-in-four out of home occasions.”

“With the spread of the Omicron variant of coronavirus gathering pace, restrictions are starting to get tighter, with the government recommending people work from home where possible. This is likely to cause a fall in FTG occasions, however, operators and retailers in more suburban, residential areas remain well placed to capitalise on the “food to go home” trend and continue to drive footfall despite a less transient workforce.”