The opportunities for food-to-go

While supermarkets are posting low results and the British retail consortium warn of the many barriers that prevent UK retailers from expanding into Europe, one market seems strong – food-to-go.

That is, if you can draw conclusions from last week’s lunch! show in London. The show reported a record 40% increase in attendance for its fourth edition as well as a 76% rise in international visitors and a considerable rise in exhibitor numbers compared to 2010.

Confectionery and snack producers were strongly represented at the innovation challenge and gold award winning products included Kokoa Collection Hot Chocolate from the Kokoa Collection, the Toblerone pastry from Delice de France, the Meringue Crumble from Pidy UK and Peppersmith’s Fresh Mints.

Many of these products would be bought in food-to-go locations as impulse purchases and ShopperCentric’s report ‘Buying on impulse’ notes that shoppers are as impulsive as ever – and shouldn’t be underestimated. The report notes that consumers can see through half-hearted marketing initiatives and are willing to play outlets off against each other. Maybe that was the reason show attendance was so high – understanding that the food-to-go market includes more savvy opportunism than frivolous behaviour.